The result? A more iterative and consumer-centric innovation testing approach, powered by a standardised, automated, fast-turnaround toolkit and customised to the existing business processes.
You may ask: "How can this new process be faster if it has more steps?"
While it's true that more steps were added along the way, these validations happen literally overnight. And small steps make a big difference in terms of efficiency. Early screening, early effort prioritisation and iteration loops contribute hugely to the quality of the end product, by allowing Beiersdorf to receive and integrate seamless consumer feedback at each stage of NPD with minimal disruption to current processes.
Speaking of disruption, the Beiersdorf team admits that if the tools cannot be easily integrated into existing processes, they are never fully adopted. There is only so much change that can be sustained, making a smooth integration essential to success.
If you are an insights professional trying to adopt an agile research method and working closely with a research platform, here are some recommendations: