Christopher McKinney with Mead Johnson and Cynthia Ryan/Shari Morwood with Ideas To Go presented on how they turned facts into ideas.
It's always interesting to hear new ways for generating ideas for innovation, especially when the company has a "new science or technology" and need to ensure the ideas will work with overarching brand positioning as well as benefit the consumer.
The speakers walked us through the process of how this came to life when innovating for their brand, Enfamil.
They began with a team of "experts" who ideated, giving a variety of perspectives:
- a futurist who could give a "Big Data" perspective
- a brain imaging specialist who provided a view about brain development
- leaders in pediatric medicine
- creative consumermoms
Then, they utilized a list of "general facts" about the brand or category as creative stimuli, and from that, the team created 3000+ ideas. Wow!
Utilizing this process, they were able to restate, categorize, and select a series of 28 potential ideas to move forward with for further testing.