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We help companies to innovate successfully.

Sunidee is an innovation agency from Amsterdam with offices in Hong Kong and Paris.

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ABC of Innovation - R: Reason to believe

R: Reason to believe

“When you’re innovative, consumers are more trusting, because they think you really know what you’re doing.” Kevin Lane Keller

Reasons to believe provide the proof for consumers that your product will deliver the benefit you promise, either functionally or emotionally.

Reasons to believe answer the question “Why should I (the customer) believe you?” They are often facts, measurable specifications, awards your product won or endorsements by professionals (a doctor), public figures (Oprah) or peer groups (via Facebook). Make sure reasons to believe are written in a level of complexity and technicality that fits your target audience and that all reasons to believe support the product’s key benefit, otherwise you will confuse your customers.

Did you know that...

Numbers make your reason to believe perceived as being ‘more true’. For example, Lavazza coffee claims to put ‘115 years of experience in every capsule’. People trust in authority. This is why you see so many people in white coats in commercials. Some companies bend the rules a bit by establishing their own non-profit organization that hands out awards. So they can claim to have won the ‘best product award’ in their category. An endorsement by Oprah is so powerful that marketing professionals call it the ‘Oprah effect’. With Oprah retiring, popular bloggers are taking over her role within specific target audiences.

The whole ABC of Innovation can be downloaded from our site by 'Pay-with-a-Tweet-or-post'.


ABC of Innovation - Q: Qualitative and quantitative research

Q: Qualitative and quantitative research

“If we knew what we were doing, it would not be called research, would it?” Albert Einstein

Qualitative and quantitative research helps you to get to know your customer needs and habits.

There are many ways to learn about your customers, for example interviews, observations, focus groups or a survey. Picking the right research method depends on the information you are looking for. In most innovation projects qualitative research is used to help you gain a deep understanding, reveal powerful consumer insights, and to fine-tune propositions. Quantitative research is used to identify which insights and propositions resonate best with the target audience.

Did you know that…

Market research has its place when carefully conducted, but it should never be taken as an absolute truth. Market researchers tend to search for the universals, but the variables can be just what you are looking for. The story goes that a famous hamburger restaurant once conducted a research about the spiciness of burgers. They found that many people liked the very spicy burger and many people liked a plain burger. So they introduced a slightly spicy burger hoping they would appeal to both groups. By generalising too much, they ended up with a burger nobody really liked. The research will provide you with insight, but it is still up to you to come up with a solution that appeals to customers!

The whole ABC of Innovation can be downloaded from our site by 'Pay-with-a-Tweet-or-post'.


ABC of Innovation - P: Portfolio innovation

P: Portfolio innovation

“How dare you settle for less when the world has made it so easy for you to be remarkable?” Seth Godin

Portfolio innovation is putting customer needs at the heart of your portfolio, not product features.

Unfortunately most companies still have a product-focused portfolio approach, which leads to a product-focused positioning and communication, and ultimately leads to confused customers. A customer-focused portfolio approach helps you to base all marketing, communication and product development on customer needs, which will lead to a strong positioning and more sales. The first step you need to take towards a customer-focused portfolio is understanding the customer’s decision making process:

  • WHAT does the customer want to achieve? (His goal / objective)
  • HOW does the customer want to achieve this? (The way / solution to reach his goal)

Did you know that…

SunIdee developed a unique method for portfolio innovation in collaboration with Delft University of Technology. People tend to become paralysed by too many choices. An experiment testing two situations showed the following:

  • When people could get a discount of 1 dollar and choose between 6 types of jam, 30% used the offer.
  • When people could get at discount of 1 dollar and choose between 24 types of jam, only 3% used the offer.
That is a factor 10 difference!! (source: the paradox of choice)

The whole ABC of Innovation can be downloaded from our site by 'Pay-with-a-Tweet-or-post'.


ABC of Innovation - O: Open innovation

O: Open innovation

“Competition has been shown to be useful up to a certain point and no further, but cooperation, which is the thing we must strive for today, begins where competition leaves off.” Franklin D. Roosevelt

Open innovation is about sharing ideas, development and paths to market with other parties. This way of innovation inherently creates innovative business models and can stir up the market significantly.

It helps to combine your own knowledge with the ideas of your customers or business partners. No matter the size of your organization, most knowledge will always be outside. By finding a good match, both organizations can leverage from the advantages of working together. It is not necessarily the organizations with the most patens that will become market leaders, but the ones with the smartest business models.

Did you know that…

Apple has successfully opened up their iOS platform for developers. This way they did not only enrich their platform with over 900,000 apps via their app store but were also able to generate a revenue of 2,8 billion dollars for iTunes in Q3 of 2012 only. Developers have made over 9,3 billion dollar since the launch of the app store in 2008. 80% of the products Procter & Gamble introduced in 2011 incorporate some element of open innovation via Procter & Gamble’s Connect + Develop program.

The whole ABC of Innovation can be downloaded from our site by 'Pay-with-a-Tweet-or-post'.


ABC of Innovation - N: Net promoter score

N: Net promoter score

“People share, read and generally engage more with any type of content when it’s surfaced through friends and people they know and trust.” Malorie Lucich

The net promoter score is a tool to measure the loyalty of your customers.

Customers are asked to answer an important question: how likely are you to recommend business X to your family and friends? They rate this between 0 and 10, 0 meaning ‘very unlikely’ and 10 meaning ‘very likely’. Based on their scores, respondents are divided into three categories:

  • Promoters: score 9-10
  • Passives: score 7-8
  • Detractors: score 0-6
To calculate your NPS, subtract the percentage of detractors from the percentage of promoters and ignore the passives. This results in a NPS from -100 (everybody is a detractor) to 100 (everybody is a promoter).

Did you know that..

To be able to act on and improve your NPS it is important to also ask for the reasons your respondents give a particular score. Consumers are more likely to trust a message from a friend than a message from a marketer. 92% trusts word-of-mouth and recommendations more than all other forms of advertising. With the internet, the speed of spreading a message is only limited by how fast your customer can type, so it is important you make sure the story is a positive one!

The whole ABC of Innovation can be downloaded from our site by 'Pay-with-a-Tweet-or-post'.


ABC of Innovation - M: Mega trend

M: Mega trend

“Life is a series of natural and spontaneous changes. Don’t resist them - that only creates sorrow. Let reality be reality. Let things flow naturally forward in whatever way they like.” Lao Tzu

Mega trends are the general long-term developments in markets and consumer behaviour

Mega trends have a big impact on society and remain relevant for a long period of time. They are a great source of inspiration when you define a new strategy, or when you want to innovate your products and services. A mega trend should explain what consumers value now and in the future and how their behaviour will change because of that. Mega trends don’t have to be abstract and difficult to understand: by linking changing consumer behaviour to concrete examples from today’s niche markets, mega trends become concrete and easy to work with.

Did you know that…

Mega trends – trends that are relevant for at least 10 years – always come in pairs of opposite trends. Some examples:

  • Global - Local
  • Materialism – Consciousness
  • Acceleration – Deceleration
  • Individual - Collective
SunIdee developed a tool based on mega trends, linking the mega trends to customer desires. For each desire concrete examples are given. You can use these examples as inspiration for your own business.

The whole ABC of Innovation can be downloaded from our site by 'Pay-with-a-Tweet-or-post'.


ABC of Innovation - L: Lead User

L: Lead user

“Innovation is the whim of an elite before it becomes a need of the public.” Ludwig von Mises

Lead users are customers that experience a need before a commercial solution is available and creatively come up with custom solutions to fulfil this need.

Lead users seek a solution for an extreme or demanding version of the problem. For this reason, lead users are a great source of inspiration when researching needs and trends in any innovation project. For both incremental and breakthrough innovation.

Did you know that…

Mobile banking was not invented by mobile companies or banks, but by customers in rural Africa. They used airtime cards to transfer money to their family in their home village. A person would call a mobile phone owner in the village with a code for mobile credit. After subtracting a small fee, the mobile phone owner would give cash to the family of the person who was calling.

The whole ABC of Innovation can be downloaded from our site by 'Pay-with-a-Tweet-or-post'.


ABC of Innovation - K: Kano analysis

K: Kano analysis

“If you want to stay in business, satisfy customers. If you want to excel in business, delight customers.” Ron Kaufman

Kano analysis is a technique for classifying customer needs and determining appropriate levels of innovation for products and services.

Product development always comes with trade-offs. Kano analysis helps you classify product features into three categories:

  • Basic: without it, people don’t want to buy your product.
  • Performance: customers can compare several products and tend to choose the best specification. For example gas mileage or waiting time.
  • Excitement: the features customers wouldn’t expect, but highly appreciate. They evoke a “wow”-feeling.
This classification helps to get an overview of what is really important to your customer, so you can develop a product that excites your customer.

Did you know that…

Expectations of customers change. Features that where once regarded to be exciting are now regarded to be basic features. This shows it is necessary to keep innovating. For example: the Wii game console from Nintendo was the first game console that incorporated the social/family gaming element. With the motion controller everybody could play. This was regarded very exciting especially by parents that wanted to play along with their kids. Now the Xbox Kinect and Playstation Move also have motion control, making it a basic feature.

The whole ABC of Innovation can be downloaded from our site by 'Pay-with-a-Tweet-or-post'.


ABC of Innovation - J: Joint Development

J: Joint Development

“We are not self-made. We are dependent on one another. Admitting this to ourselves isn’t an embrace of mediocrity and derivativeness, it’s a liberation from our misconceptions.” Kirby Ferguson

Joint development is a way to combine the strengths of your organization with those of others and bring a product to the market together.
Knowing your strengths and weaknesses is essential to developing a strong product portfolio. Collaborating with other organizations to combine strengths might help you to create new products that combine the best from multiple worlds. These days open innovation is one of the most popular ways to execute joint development.

Did you know that…
Philips and Douwe Egberts successfully developed the Senseo coffee making system together. Combining the great expertise of Douwe Egberts in coffee and Philips’ knowledge about electronics made them sell more then 15 million units in the first four years after the product launch in 2001. Ten years later, over 33 million Senseo coffee machines have been sold worldwide.

Over 10 million miles were logged with the Nike+iPod Sport Kit – developed by Nike and Apple – in the first ten weeks after introduction. That is the equivalent of running around the world over 40 times.

The whole ABC of Innovation can be downloaded from our site by 'Pay-with-a-Tweet-or-post'.


ABC of Innovation - I: Insights

I: Insights

“One great insight is worth a thousand great ideas.” Phil Dusenberry

Consumer or customer insights describe the underlying motivation that drives customer behaviour.
Insights are a crucial starting point for idea generation and essential in any innovation project, both B2B and B2C. You won’t discover insights from behind your desk; you need to go out there and interact with your customers to really understand what drives them. Combine the insights you acquired with the strengths of your organization or brand, and you will be able to create differentiating added value for the long term.

Did you know that…
A very successful example of a product based on a strong insight is the Levi’s Curve ID. Levi’s found that 75% of women fit 10 pairs of jeans on average before they find one that is acceptable. Shopping for jeans is considered a difficult task that women dread. By scanning the bodies of 60.000 women, Levi’s was able to come up with 3 body types: slight, demi and bold curved. With the introduction of jeans for these 3 body types women can now quickly find the perfect fitting jeans and shopping for jeans becomes fun again.

SunIdee organises insights trainings to teach your team how to discover insights, describe them well and how to place insights at the core of your new product.

The whole ABC of Innovation can be downloaded from our site by 'Pay-with-a-Tweet-or-post'.

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