Page 38 - Cubo - Winning In Plant-Based

We often hear research can be a barrier to achieving anything
different or creative. And that’s probably a fair comment…
if you do the wrong sort of research!

It can and should be different. We firmly believe research should
bring the consumer to the heart of the creative process, and
play an integral role in the creation of products - not just be an
evaluative barrier that has to be overcome

Working closely with target consumers, screening them to
find those that can act as ‘creative consultants’ and ensuring
4) consumer closeness and co-creation allows you to create

compelling and engaging products and packaging, fast!

For us it’s not about always having a perfectly balanced sample
Fuelled by the of category shoppers (although sometimes that is important),

it’s about working with the right consumers, in a fluid, flexible

and often in-the-moment way, to step-change the innovation
right consumer process, and drive it much more quickly

Indeed we think elongated development timelines (often
prevalent in many organisations) can actually lead to worse,
input… do things not better launch products

Often, over an 18 month period, the genius in an initial idea
gets diluted. Personal preferences impact on the clarity of the
fast! proposition, total sample research leads to satisficing over

excellence, and cost cutting, all invariably leads to a launch

product that is more compromised than it may have been on
a much more rapid and focused time line. Sometimes having
more time can lead to perfection, but often it just leads to a less
coherent, less exciting proposition designed for the masses!

Big companies have some serious advantages to bring to bear
on innovation and execution, but 18 month timelines are rarely
one of them!

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