Global Eye Care Innovation

Project Overview

We were challenged by an international eye care brand, to run a fast and agile Zip-Zap Ideas® project.  The objective was to refine and confirm the top 5-6 new product concepts that would be used to drive the 3-5 year product innovation pipeline.  The project also had to capture inputs and alignment from a global leadership team of over 60 delegates in 10 markets world-wide.

This project was tailor-made for the Zip-Zap Ideas® platform and approach, as we used the platform to refine and iterate 32 different product concepts across three eye-care need areas. In all cases, we used the standard format for developing mini-concepts, that is a short story for a new product that stand outs from the crowd, is easy to understand, and offers a compelling benefit to the relevant target consumer.

Our Approach

The project was run in three stages over a period of 8 weeks, with support from our team of Online Facilitators and Copy Editors, with all outputs being captured and shared using our online platform, Zip-Zap Ideas®. 

In Stage One, our team of Copy Editors helped the core project team to refine 32 concepts, so that all ideas followed a similar format and used a similar style.  When refining and testing concepts, our aim is to test the relevant merits of the ideas and not the relevant merits of different styles of writing.

In Stage Two, we two virtual Zip-Zap-Zoom workshops for a team of over 60 delegates world-wide.....crazy, but it worked! Both sessions ran for just two hour and we used 12 different Zoom breakout rooms to enable smaller team working.  Each break-out room had a leader who was trained in the process, with guidance from the "master Zip-Zap-Zoom facilitator".  The individual teams were asked to vote and provide feedback on ideas (workshop 1) and to refine and add new ideas (workshop 2).

In Stage Three, our team of copy editors used the Zip-Zap platform to review ALL the team comments and to make final refinements ahead of wider evaluation with the global team and target consumers.

Results

The project developed 32 leading concepts that were refined and evaluated by the global team, with 6 ideas evaluated and defined as "winners".  This have now been taken forward for final consumer evaluation and for further development work with the Global Innovation and Product Research Teams.

"The Zip-Zap Ideas® process was fast and agile, and allowed a diverse Global Team to quickly refine and identify winning ideas to take forward into our GNPP pipeline"." Global VP Marketing and Innovation

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