Dias nummer 1

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Consumer Driven innovation
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Our fundamental view of valuable innovation

• Addresses a need of the customer
• In line with company vision, mission and values
• Repeatable
• Possible to protect

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Importance of user driven innovation
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The most overlooked ingredients of successful
innovation

• A structured innovation process
• True consumer insight and/or involvement

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Defining and categorizing innovation
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Setting ambition level

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Setting scope and ambition
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3 levels of consumer involvement
Level 1 Understanding Truly understand the
lives and needs of children and families Foundati
on research Beta testing Prefence tests
Level 2 Involving Involving consumers in design
and deve- lopment process Deeply tap into
needs and competences directly!
Level 3 Empowering Allow each
individual consumer to create their unique
product or experience
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Level 1 Understanding
What is fun for the 5-12 year old boy, and how
can LEGO be better at serving his needs for fun?
November 2005
Research focus
Research deliverables

• Be the Kid
• Participatory observation
• Know the Shopper
• - Observation desk research
• Find the Forces
• Context research
• Find the Fun
• Ethnographic research
• Map the Industry Innovation diagnostics
• Find the Stories
• Context research

• 9000 pictures taken
• 360 hours of videos of kids
• Reports from 12 countries
• 20 presentations
• 80 fun experiences analyzed
• 3000 pages of field notes
• Stories of 90 kids

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Level 1 Understanding
Research in a disciplined process perspective
Pattern recognition
Input gathering
Analysing input
Concept creation
Innovation Vector

• Research
• Desk research
• Participatory observation
• Shadowing
• Deep Interviews
• Photographs, videos, dairies

• Preparing and
• isolating research
• ingredients
• Isolating and
• ranking individual
• behaviours.

• Innovation vectors
• used as guiding
• star.
• Exploring a range
• of play/business
• opportunities for
• each vector

• Clustering of
• pattern ingredients
• into several
• strategic directions
• What would this mean for LEGO?

• Combining ranked
• behaviors looking
• for patterns cross
• all research areas.

LEGO2
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Vector in sight LEGO
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My privacy
Online / Offline universe
Let children breathe play more how they want to
play!
Under the radar
Trusted play space
Building, exploding destroying
LEGO2
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Vector in sight to - LEGO
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Create the mobile phone of toys

• Secret box
• My space
• Community
• Codes
• Privacy

• Protected
• Perfect child
• Educational
• Safe
• Organised

LEGO2
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This is how bad it is...
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Subscribe to a new service from LEGO and evolve
your own mutated creature
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Level 2 Involving
Involving the LEGO community in our development
process

• Creating the next generation of LEGO Robotic
  toys Mindstorms, we involved fans from the
  community to participate in co-creating the
  full experience.

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Staged consumer involvement

• Phase 3 MDP
• March 1st 2006
• 11 key users
• 100 out of 9600 developers

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11 page cover story in Wired Magazine
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Level 3 Empowering
LEGO launching consumers own made products

• By providing a virtual construction
  experience,
• LEGO Factory, we have created a space for a
  growing creative community where 6 out of
  10000 fans were chosen to have their models
  launched on the retail marked.

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In the broader national context What does true
innovation take?

• Active support to specific initiatives like the
  Concept Academy
• Active cooperation between companies, education
  institutions and the public sector
• Funding of embryonic initiatives at schools and
  universities
• Have the courage to be more direct in
  specifically naming future, Danish power clusters
  ( where we primarily will be supporting
  innovation initiatives)

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Any questions?