Filter ideas before they cost money.
How the cosnova Innovation Lab (essence, Catrice) tests new concepts on customer behaviour.
cosnova, the company behind essence and Catrice, changes a large part of its range every year. In this webinar the Innovation Lab shows how it tests new concepts and services on customer behaviour early, before investing in development.
What it is about
A lot of new, little time.
Customers expect exactly the product they want, and fast. For a company with a fast-moving range, that means reliable demand signals before development, not only after launch.
At cosnova several teams use behavioural tests: consumer insights to check qualitative findings, the innovation lab to compare digital services, and new business to test brands, concepts and prices.
Which new ideas deserve development budget, and which do not?
Maximilian Seidel
Senior Expert Innovation Lab, cosnova
Daniel Putsche
Founder and CEO, Horizon
What you take away
Four points from the recording.
Opinion is not behaviour
Most new products fail because there is no need. Surveys often show that too late or not at all.
Behaviour before the prototype
An offer page is faster and cheaper than a prototype or product and still delivers real purchase signals.
Several teams, one approach
Insights, innovation lab and new business use the same method for different questions, from benefit to price.
Impact
Behavioural data early, less time and money per test and better chances of bringing the right product at the right time.
Chapters
Jump to the right moment.
After the form, the timestamps jump straight to that point in the recording.
00:00 Technical start
02:46 Welcome and agenda
05:01 Why new products fail
05:50 Opinion data and behavioural data
10:25 “If you buy it, we build it”
12:29 Behavioural data before the prototype
15:38 cosnova and the innovation lab
19:08 The innovation challenge
22:14 How the teams at cosnova test
24:34 What it brings
25:40 Questions from the audience
Read the case
The case behind it.
More webinars
From practice, recorded.
Next step
Filter your next concepts.
In a conversation we clarify which decision is coming up and what a test for it looks like.