GSK: Open Innovation Process
The Challenge?
- - What is coming the day-after-tomorrow?
- - How could we develop a disruptive innovation?
- - Can we be there before the competition?
A major global force in nutritional drinks was interested in what is coming next in a particular health niche… what are the consumer drivers, what technologies are out there already, and what is just over the horizon.
There is no one expert or one source for this kind of answer – so we needed a process to combine many brains and many sources of information.
The HMT approach
Delivering breakthrough results with access to acknowledged experts and a bespoke process, the HMT first commissioned experts in our network in three corners of the globe to talk report into a central forum on what they already knew, and what they saw coming.
From that forum we selected some ideas to progress and each group was re-tasked to research specific areas and bring these more to life with examples and fully developed and illustrated concepts.
New experts and potential technology partners were recruited and all reported back to a FourFactors workshop with the client where we assessed the ideas against a pre-agreed evaluation grid – we then progressed with two winning ideas plus a “wild card” which had captured the client’s imagination.
The result
A satisfied client:
The Healthy Marketing Team helped us develop and deliver a truly innovative approach to developing commercial ideas through collaboration.
In a very complex and ambiguous space they helped to co-ordinate the inputs from around the world, bring the ideas to life for our market and deliver commercially interesting ideas built on a strong understanding of consumer need.”
Chris Harley-Martin
Vice President Marketing & Innovation
GSK GlaxoSmithKline Nutritional Healthcare