Introducing StarMaker: Analytics with the power to transform your innovation
More product innovations fail than succeed. A lot more.
But while innovation has always been risky, technology has changed the game. Today’s consumers are sharing trillions of megabytes of data every day about their experiences with the things they buy – and today’s smartest innovators are tapping into it.
Designed by the innovation experts, Happen’s unique StarMaker tool uses this gold mine of consumer insight to transform how companies innovate – helping create breakthrough innovations that succeed in the market.
Just ask Reckitt Benckiser, Samsung or Premier Foods, who have all used StarMaker as the fuel for successful innovations. Paul Chapman, head of insights at Premier Foods, says StarMaker “sets a new industry bar”.
So how does it work?
StarMaker draws on a bespoke sample of user experience data from online reviews, and analyses it to look for the two emotions that our experience of innovation has taught us are the most important: frustration and excitement. This could be frustrations with existing products, or excitement about new products or product attributes that are disrupting categories.
In this way, StarMaker builds an understanding of consumers’ unmet needs – before consumers themselves even know how to express them.
From here, StarMaker can develop new concepts, and pinpoint the features and benefits that a hit innovation will need to have: distilling the DNA of a winning idea.
StarMaker goes far beyond traditional quant research or “social listening” tools. The data is curated with the same rigour as any market research sample, and our advanced data cleaning algorithm makes sure the reviews we’re working with are authentic. When it comes to the analysis, StarMaker doesn’t just pick out examples of emotions – it also looks at the context of those emotions, to get an understanding of their true implications.
To get a sense of the opportunities that lie in consumer frustrations, take the humble avocado. Here is a product that has been frustrating supermarket shoppers forever because it always seems to be either too ripe or too hard. So pioneering retailers created the ‘eat now, eat later’ option: avocadoes selected to be ready to eat and to ripen at home, together in one packet. The result? Supermarkets grew sales by selling more than one avocado every time, and consumers got what they wanted. Out of a simple frustration, came an innovation that pleased everyone.
And it doesn’t stop with the product launch. StarMaker allows you to keep optimising your innovation by providing rapid feedback on user experience from early adopters, as quickly as two weeks from launch. This helps you stay nimble and take into account what consumers are feeling as you develop your marketing plans and future iterations of the product.
Like everything we do at Happen, StarMaker benefits from the expertise and exclusive IP of an innnovation team whose past innovations have created more than $4.2bn of incremental value for our clients.
Paul Chapman of Premier Foods is one of StarMaker’s biggest fans. He says: “The StarMaker approach sets a new industry bar, and challenges the way insight teams should be thinking about innovation. It’s giving us a new level of confidence in exploring category or brand challenges, using brand new methods designed specifically for innovation that deepen our knowledge of consumer frustrations and category unknowns.
“I am yet to come across anything similar to this toolkit in terms of agility, rigour, and consumer insight. The competitive advantage StarMaker can offer us means we look forward to using the suite in the future.”