More Successful NPD will be a revolutionary seminar held on October 19th looking at why nine out of ten new products fail and how to drastically reduce that fail-rate.
How many times have we launched products that “did well in research” but bombed, well we now believe we may have over-relied on some popular but very dated research tools commonly used worldwide.
It could be that our favourite depth-interviews and focus-groups will tell us what consumers say they’ll do, but it seems we need to step-change to the new generation of behavioural tools which help us understand what they will actually do!
To help us make the most of this behavioural research, we’ve asked Philip Graves author of best-selling Consumer.ology to create and chair this seminar. Naturally we’ll be giving you a signed copy of his book to take away with you.
In addition to exposing some of the main market research myths and helping us find the truth about consumers and the psychology of shopping , Phil’s team of speakers will also tell us how to incorporate the latest science into our concepts, how to make the most of our NPD teams, how to benchmark our own NPD processes against best-practice, and how to get excellent trial and repeat purchase from launch day 1.
We’re also looking outside our industry to T-Mobile , to see how they go about innovation AND renovation and how they make sure their new products and services remain “on brand”.
THE TRUTH ABOUT CONSUMERS AND THE PSYCHOLOGY OF SHOPPING.
Philip Graves, consumer behaviour expert and author of Consumer.ology – Amazon’s top ten business books of the year.
. How ignoring consumers can help create winning products.
. Accelerate your NPD by understanding your own organisation’s psychology.
. Replacing consumer-needs with psychological-drivers to improve the odds of NPD success.
. Faster-to-market tools for taking ideas to concepts to reality.
. What top TV producers can teach us about food & drink NPD.
PUTTING CONSUMER BEHAVIOUR AT THE HEART OF NPD
Dr Robert Metcalfe, FitzJames Research Fellow, Merton College, Oxford.
. How behavioural economics is transforming our consumer insight.
. Improving the odds of success with continuous experimentation and evaluation.
. Using live-field-experiments to test new ideas.
. Avoiding NPD mistakes by understanding Context.
. Using MINDSPACE to guide consumer communication.
FAST TRACKING YOUR NPD PROCESS.
Sandrine Delabriere, MD, Pour Quoi Pas?
. Is the perfect NPD process a blend of art and science?
. Identifying and leveraging outstanding consumer insight for better NPD.
. The critical stage of incubation: how to get really cheaper and quicker.
. The in-market stage: the do’s and don’ts of the last few yards.
. The latest trends in the world of NPD: 5 top lessons to keep in mind.
LEARNING FROM T-MOBILE’S RENOVATION AND INNOVATION.
Lysa Hardy – VP T-Mobile propositions + Phil Barden – MD Decode Marketing.
. Using new approaches to access and measure the intuitive drivers of brand choice.
. How T-Mobile developed the brand proposition that lead to the company’s most successful ever TV commercial.
. A faster, cheaper and more effective method for ensuring NPD is ‘on brand’.
. Using implicit methods to innovate across brand touchpoints (retail stores, customer service and new propositions).
. Developing better internal and external measures of success.
USING SCIENCE TO FUTURE-PROOF YOUR NEW PRODUCTS.
Dennis Lewis, Principal Industrial Fellow, University Of Cambridge.
. Protect your winning concepts by burning-in tomorrow’s science.
. How to build your projects around your company’s core-strengths.
. Some “frameworks” for getting and keeping the whole NPD team aligned; beginning, middle and end.
. Make or buy? … how to spot and fill your knowledge and production gaps.
USING EXPERT SYSTEMS TO GET QUICKER TO MARKET
Peter Hoyland, MD, Bubble Group.
. Project management is 80% personal style and 20% technique.
. Continually improving your NPD back-end.
. Making your organisation’s expertise available throughout the project.
. Dispelling some myths about NPD project management.
. Avoiding costly NPD re-work.
PACK DESIGN FOR A ONE-SECOND WORLD.
Andy Knowles, Chairman, jkr.
. Proposition-packaging, what it is and why it came about.
. The re-focus on real consumer needs.
. Expressing propositions as benefits
. Protecting your investment.
DATE & TIME:
Seminar begins: 9:00 am .
Coffee/Buffet Lunch/Tea: TBC
4:45pm (Absolute latest) Seminar finishes.
£395 + VAT
**** DISCOUNTS ****
10% Discount for booking before the end of August
20% discount for booking two places at the same time.
30% discount for booking three places.
The Staverton Park Conference Centre, Daventry Northants.
For more information or to book a place click here.