Customer Case: GN ReSound
Customer Case: GN ReSound
Industry: MedTech
Role: Head of Innovation & Commercial Projects
Project Focus: Product Testing, Customer Insights, Business Case,
Problem:
GN ReSound was facing several challenges in their innovation journey, including a lack of data to make decisions, no clear stage gate, and no clear way for structured testing of ideas with customers. The company also struggled with an absence of innovation culture and limited know-how for bringing their ideas to life without a huge investment.
Solution:
To overcome these challenges, GN ReSound partnered with PipeGrade to become their sole partner for bringing ideas from the idea stage to the concept stage and further into the innovation funnel. PipeGrade facilitated 10 concept tests over the course of a year, including sub-tests on each concept to test new features and improve conversion rates. They also focused on identifying concepts for different customer segments and gathering data on conversion rates based on age, demographics, and interests. Each concept test took 14 days to complete, with 7 days dedicated to building the landing page, ICPs, and marketing materials and 7 days dedicated to testing in the market.
Outcome:
The results of the partnership with PipeGrade were clear. GN ReSound now has a detailed decision overview based on data, a clear method for bringing ideas from the idea stage to the concept stage, and two new concepts successfully rolled out in the last 12 months. PipeGrade has become a pivotal way of getting real customer feedback in the early stages of GN ReSound's innovation projects, helping the company make informed decisions about which ideas to invest in. The partnership has transformed GN ReSound's innovation process and will continue to play a crucial role in their innovation journey.
Quote:
"Working with PipeGrade has been a key factor in our journey towards a more structured and data-driven approach to innovation. We were struggling with bringing our ideas to life and lacked the resources and know-how to test them properly. With PipeGrade, we've been able to test 10 concepts in just one year and gather valuable insights about customer preferences, market size and business potential. This has helped us make informed decisions about which ideas to invest in, resulting in the successful roll-out of two new concepts in the last 12 months. Our innovation process has been transformed, and we now have a clear method for testing ideas and gathering data in the early stages of our innovation journey. We're confident that PipeGrade will continue to play a pivotal role in our innovation efforts." - Line, Global Head of Innovation & Commercial Partnerships, GN ReSound.
