Through the Strategic Integration of Research During the Innovation Process
Business Lead’Specialty Division, The Clorox Company
business. Competitive pressures were high. Market share was being lost. They
needed a new product, in a hurry. From concept to packaging, they needed it all:
RTB, packaging design, product name, name and product fit with top benefits,
and fully baked complete concepts to test against legacy products and
the end of the fiscal year and their plan to retailers.
Learning Labs??, a methodology designed to shorten the learning curse and allow
teams to get more done in less time.
or real-time learning.
Refine Ideas as a Team
get the results they needed in their timeframe.
There was fear of the unknown, no proof that it would work, and questions about
the output. This process requires a high-performing team to execute, so it was
critical to get all of the internal stakeholders to suspend disbelief and
deeply participate in the process.
was the trust of working with a supplier with whom they’ve had a decade-long
relationship. They set expectations about the level of involvement. They also
engaged creative teams and agency partners from the outset.
brand manager, designers, consultant team, and marketing manager) all dove in
as a unified cross-functional team.
Three-in-person sessions in one market
Total of 102 participants (34 per session)
1.5 hours of quantitative evaluations
1.5 hours of qualitative probing with small
groups of six-eight.
prime mover in this scenario. The, we moved into package design that needed to
stand out at shelf. We tested a total of 18 names. Then, took the names and
packaging and tested fit with the benefit (RTB).
look-and-feel, the imagery, and the name. They were invaluable in driving
iteration after iteration that made the product more desirable in the market.
things that had to be completed each week.
Since launch, Clorox has done more rigorous testing and the product that was
launched has tested very well each time. Plus, the market accepted and embraced
timelines, was instrumental to hitting the condensed timeline.
managing partner of the Southern Growth Studio, an innovation and strategic
growth firm based in Memphis, TN. Visit www.southerngrowthstudio.com to learn more.