0
Held at HKScan’s Vantaa site, Innovation Day was a continuation of the collaboration between HKScan Finland and Innokampus that also included InnoDay, the world’s largest mass innovation day, at the Hartwall Arena in May.
“We invited young people to further develop the harvest reaped from the InnoDay in May. At that time, the young visionaries offered several viable suggestions for new concepts; now we want to further refine them,” says HKScan Finland’s Mikko Järvinen, Vice President, Marketing.
The day started with the young people brainstorming about what is missing from the market or how products could be changed to be more appealing to the young people’s taste. For background, HKScan’s category managers provided insight on the product development in their respective areas of responsibility.
The innovators presented their ideas to each other in groups and voted on what they thought were the most viable alternatives that would also have a place in the market. The plans focused on the product concept, the target group and the look of the packaging.
“The stories supporting the products had been carefully thought through. These young people were able to come up with ideas that are ready for concept testing – I respect that!” Järvinen says.
At the taste-testing lunch, the young innovators also had the opportunity to give their opinions on products under development. The participants were also asked for their opinions about the HK® brand.
“Honest feedback from young people is important to us. Throughout the day, we heard several fresh perspectives,” Järvinen praises.
It is important for HKScan Finland to know and understand today’s consumers and future consumers. Consumer opinions and behaviour are routinely charted through various forms of market research, including mass innovation tools.
A survey related to the eating and living habits of young people was conducted during the May InnoDay event. The results will be available in autumn.
July 1, 2016 - HKScan
