Meet the Expert
Nancy Schaefer
Managing Partner, Consumer Dynamics
- Managing Partner for Insight, Innovation and Brand Strategy at Consumer Dynamics
- Clients include: Bausch & Lomb, Bayer Healthcare, Colgate-Palmolive, Johnson & Johnson, P&G/Gillette, Pfizer, Kellogg's, Kraft Foods, Pepsico, Quaker Oats, Starbucks, Clif Bar, USPS, Pernod Ricard
- VP of Marketing at General Foods (now Kraft Foods)
- Account management at Young & Rubicam
- Creative marketing consulting at Kane, Bortree and Faith Popcorn’s Brain Reserve
- Guest lecturer at Columbia University and teaches innovation at NYU's Stern School of Business
Meeting Packages from $500
Your Meeting Package Includes:
- All 6 Best Practices
- Pre-Meeting Discovery Process
- One-on-One Call with Expert
- Meeting Summary Report
- Post-Meeting Engagement
Disruptive Innovation and Blue Ocean Strategy
Managing Partner, Consumer Dynamics
Defined Terms
- Blue Ocean Strategy
- A methodology for developing disruptive, out-of-the-box innovations by focusing on the "blue ocean" – the uncharted opportunities that competitors have not discovered – as opposed to the "red ocean," the existing market space crowded with companies focused on conventional improvements.
- Co-creation
- Iteratively building ideas with creative consumers in a research format, starting with the insight, moving to the benefit, then reason to believe. Then working through the right product, package and imagery, so the idea is fully developed and comes together holistically.
- Disruptive Innovation
- Innovations that break major new ground, redefine a category and establish a brand as a market leader. They can include products, services, packaging, even advertising campaigns.
- Positioning
- Target, frame of reference, point of difference, reason to believe
- Trend Safaris
- Organized trips to locations to observe consumer behavior and arrive at insights not achievable by traditional research.
Disruptive Innovation and Blue Ocean Strategy:
Defined Terms
Expert Topic