Approaching innovation using a behavior-driven strategy

InsightsNow believes that in order to increase new product success rates and accelerate time to market, CPG manufacturers need to invest more time upfront in a structured strategic development approach to product innovation. This approach, called Behavior-Driven Innovation (BDI), provides a structured framework for strategy development that is easily integrated into traditional innovation and development processes, such as Stage-Gate™.

Integrating BDI with the Discovery Phase

The BDI strategy is defined by linking business and innovation goals and focusing on areas most attractive and fitting with corporate strengths. It also establishes which consumer behaviors the innovation will strive to elicit.

Using BDI in Scoping Phase

Here, BDI is used to develop insights into the “consumer strategy” through marketing research. Researchers locate unfulfilled and important jobs-to-be-done for the product, and segment consumers based on how and why products are used and the emotions that impact those experiences. These insights drive the innovation process, identifying product opportunities to elicit specific emotions that make consumers ready to act.

Business Case Phase and BDI

During this stage, BDI helps define a behavior-driven product

strategy and a matching research strategy. Brand owners characterize the consumer target, define the opportunity, determine product positioning, and establish success criteria. Behavior-driven methods apply marketing research to define targets and focus on eliciting the biggest emotional impact with the widest emotional REACH.

The research strategy includes effort, timelines and costs expected for the product build stage. It outlines the development of a refined product concept and the translation of consumer language into technical requirements. This translation also informs research tactics, using relevant behavioral insights to guide developers rapidly through the product build stage.

Using BDI during the Development Phase

BDI's structured approach to strategy development pays off through a process of rapid, iterative development. Early investment in strategy creates huge efficiencies, shortening timelines, reducing costly rework and minimizing the number of research iterations.

By applying Behavior-Driven Innovation, CPG companies dramatically increase the odds for success. They can extend the competitive landscape, offering new opportunities for market differentiation. BDI helps companies better connect with consumers, bridging the gap between consumer and brand.