Welcome to the InsightFarm Innovation HotHouse

Innovations come and go – capturing our attention and personalizing the future that is unfolding before our very eyes. Some innovations make a huge splash and disappear in the blink of an eye. Others unfold in a slow burn and melt into the fabric of our lives. How are we to know as marketers what innovations are really storming the market and which are just hype? And, of those innovative products, which ones will be most likely to stick, grow, and develop into mainstays of the economy? Finally, how can Innovators better measure ideas before they finalize them, to make sure they exhibit the same strengths as successful introductions before they are introduced? The InsightFarm Innovation HotHouse is designed to answer these questions and fuel Innovators with knowledge to help them grow big ideas.

What does the InsightFarm Innovation HotHouse do?

First –
the InsightFarm Innovation HotHouse is a Marketplace Monitor. We use continuous collection of consumer noticeability of new products as they enter the market. These Consumer Noticeable Innovations become the platform for further analysis.

Second – the InsightFarm Innovation HotHouse measures consumer awareness of innovations that are noticeable, the marketplace conversion potential of these products, and a modeled success index based on 18 diagnostic questions designed to assess a product’s perceived ability to meet consumer needs from three standpoints: 1) using the product itself; 2) using the product to produce or create something else or an experience; 3) sharing the product or information about the product to have experiences with others. These three dimensions measure the product’s ability to stretch beyond functional dynamics and become part of the fabric of life.

Third – the InsightFarm Innovation HotHouse measures for Modeled Interest (part of Marketplace Conversion Potential) and the Success Index can be collected for products that are not on the market yet – those in the concept stage. These measures help Innovators make adjustments to new product concepts prior to introduction and better understand the likelihood of success.

Finally – the InsightFarm Innovation HotHouse is a personal experience. Kelley Styring, Consumer Strategist, Author, and creator of the InsightFarm Innovation HotHouse, personally uses and shares her experiences with the top scoring products in her blog: The InsightFarm Innovation HotHouse Blog. The blog helps “bring to life” the Innovations measured and offers one real person’s experience as a template for understanding the broader consumer measurements and an expert opinion to help interpret the consumer measures provided.

Please contact Kelley Styring at: kelley.styring@insightfarm.com for more information on the InsightFarm Innovation HotHouse. The InsightFarm Innovation HotHouse is powered by C&R Research, Chicago, Il.

InsightFarm Innovation HotHouse: the Measures

Consumer Noticeable Products: Items achieving a noticeable level of mentions in an open ended question about “new products” on the market enter the InsightFarm Innovation HotHouse measurement system. All items reviewed are Consumer Noticeable Products.
Initial Awareness: Consumer Noticeable Products are presented to consumers and aided awareness measured for the first period after they are noticed. This is Initial Awareness. The product will continue to be presented in subsequent periods until a minimum awareness base of 75 is reached. Then diagnostic data across waves is combined for analysis. Initial Awareness is not impacted by subsequent waves.

Conversion Score: A composite measure modeled from purchase interest, perceived popularity, and intention to recommend.

Domino Analysis: A weighted composite of 18 diagnostic measures compiled into three outputs including “consume”, “produce”, and “share” dimensions. An index to the average of other composite scores is reported. An index above 120 is considered strong.

Success Index: Total weighted composite score from the Domino Analysis. This total score incorporates the 18 diagnostic measures’ impact on interest, perceived popularity and intention to recommend. An index to the average of other composite scores is reported. An index above 120 is considered strong.

Thursday, October 9, 2008

Clorox Green Works



“What exactly is a coconut-based cleaning agent?” I ask myself as I ponder my purchase of Clorox Green Works spray cleaner and dish soap. Seems like you make soap with oil and caustic, or was that napalm? No, that’s with gasoline, “boiled carefully.” Well, maybe it’s just coconut oil soap. Whatever. I put it in the cart along side all of the other whatevers that I don’t know how they work. It doesn’t matter though because this one feels better because it’s green. In fact, I think I see all the other chemical horrors – toilet paper pregnant with lotion, coffee decaffeinated with lye, candy made with melamine – all scoot to the edges of the cart to escape the righteous glow of green.

One use at home and I am hooked. Love at first spray. Green Works is a great product. The spray cleaner cleans well, doesn’t streak, and smells clean. It doesn’t ream my sinuses with ammonia D or other vapors of poison. It actually smells like what I think clean should smell like. Inspired, I lift my shirt and spray both underarms. (I’m sure this is not recommended by the manufacturer).

The dish soap is equally divine. The squirt hole (technical term) is smaller than others, bucking the whole “make the hole bigger so they’ll use more” consumption tactic used by soaps first and popularized by beer companies not targeting people who want to get hammered and forget where they put their keys. Nope – Green Works actually enables you to use less product, thus feeling greener by the minute all the while ridding the kitchen of excessive filth and dishes your kids were supposed to do but didn’t. Ah – the sweet smell of green in tender shoots pushing good things into the world, one clean dish at a time. Well, I’ve done my part and now I can drive fast, with the air conditioning on high, and throw my trash out the window knowing that because with Green Works by my side I can still feel good about myself. I’ve done my one big thing. Now, it’s up to the rest of you.

The Data: Green Works reached 54% awareness in the first period of measurement. Its success index is above average at 116. With a 19% conversion score, it is one of the stronger items in the HotHouse. Talk value is part of what is driving this with skews toward sharing information about the product with others.

No comments: