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The pressure is on

Generating and testing the ideas that will smell just right!

Jaroslav Cír

Abstract

While "brainstorming" can bind teams and build commitment to concepts, it is rarely a successful way to generate and test winning ideas. Jaroslav will relate Unilever's experience of the strengths and weaknesses of "brainstorming" within a deodorants innovation project and share the results of an intriguing and conclusive experiment comparing a large scale internal brainstorming process with an online use of external creative consumers. When it comes to creativity, it's always dangerous to draw hard and fast rules but this work has certainly thrown up some interesting findings.

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Jaroslav Cír

Jaroslav Cír is currently a global Consumer and Market Insight Director for Rexona in Unilever, based in London. Previously, Jaroslav was the regional Consumer and Market Insight Manager for Unilever Central & Eastern Europe, based in Prague.

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