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2. Innovation is ______ Easy! ?

4. Idea Generation Idea Screening Concept Develop- ment Bus. Analysis Testing & Evaluation Implement- ation Commerial- isation

5. NEEDS Crowd Sourcing Focus Groups SCREENING Focus Groups Quantitative Tools SCREENING Focus Groups Quantitative Tools CONCEPT Focus Groups Taste Testing Quant Appeal CONCEPT Focus Groups Taste Testing Quant Appeal ANALYSIS Forecasts TESTING Focus Groups Quant Appeal Price Testing Pack Testing TESTING Focus Groups Quant Appeal Price Testing Pack Testing Ad Development Research Implement- ation

9. NEEDS Crowd Sourcing Focus Groups SCREENING Focus Groups Quantitative Tools SCREENING Focus Groups Quantitative Tools CONCEPT Focus Groups Taste Testing Price Testing Pack Testing CONCEPT Focus Groups Taste Testing Price Testing Pack Testing ANALYSIS Forecasts TESTING Focus Groups Quant Appeal TESTING Focus Groups Quant Appeal Ad Development Research Implement- ation

10. NEEDS 50% SCREENING 50% CONCEPT 50% CONCEPT 50% ANALYSIS Forecasts TESTING 50% TESTING 50% Ad Dev. 50% Implement- ation 50% 50%

11. 0.78% Probability of Success

12. NEEDS Crowd Sourcing Focus Groups SCREENING Focus Groups Quantitative Tools SCREENING Focus Groups Quantitative Tools CONCEPT Focus Groups Taste Testing Price Testing Pack Testing CONCEPT Focus Groups Taste Testing Price Testing Pack Testing ANALYSIS Forecasts TESTING Focus Groups Quant Appeal TESTING Focus Groups Quant Appeal Ad Development Research Implement- ation 50% 25%

13. 0.78% Probability of Success 0.025%

16. Idea Analysis Psychological Appeal Design Brand Relevance Experiments Implement- ation Understand Now

17. Psychological Appeal Understand Now

19. Idea Analysis Design Psychological Appeal Brand Relevance Experiments Implement- ation Understand Now

21. Good Easy Low Risk Social Proof Framing Priming

23. Environment Frame of mind Analysis of Behaviour Covert Focus Timeframe

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