Define & Discover:
In the initial phase, the task is to define the innovation objectives, identify the metrics for success, review current knowledge, and develop a discovery research plan to gain the necessary consumer and category inputs to lay the foundation for the innovation. In this phase we use qualitative and quantitative research (Consequence Discovery) to identify key opportunity areas.

Invent:
Next, we develop product ideas that address the opportunity areas identified in the Define & Discovery phase. The central part of this process is conducting a Food Confab that brings together professional chefs and food experts to work with us on developing a range of potentially breakthrough products.

Numerate:
In the third phase, we use quantitative analysis to evaluate and refine the ideas. There are two parts to this phase. First, we measure the consumer appeal of the ideas and estimate which ones have the strongest potential to deliver the business objective. Second, we work to refine the product builds to get them just right.

Execute:
Finally, we formulate how to bring these new products to market in the most compelling way. In this phase we work on package design, marketing message, targeting, staging and point-of-sale material.