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Using CRISs in a commercial context
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Using CRISs in a commercial context

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  1. Using CRISs in a commercial contexta presentation for EUROCRISgiven by Julie HorneDirector, Oakland Innovation

  2. Using CRISs in a commercial context • About Oakland • Commercial users of CRISs • Research Methodologies • Value of CRISs and ‘brokerage’ services

  3. Oakland Innovation and Information Services Ltd • Established in 1989, based on Cambridge Science Park, UK • Deliver business services to support innovation in science and technology based organisations • Team of 16 business, information, and scientific specialists with range of specialist associates

  4. Oakland clients stretch across the Science and Technology landscape Technology Consultancies TTP Quinetiq Research and technology Organisations Faraday partnerships IFR Companies Air Liquide, Masterfoods, P&G, 3M, ICI, Shell Intermediary Service Organisations CONTACT Relay Centres Gov. Agencies DTI EU UK Research Councils Universities AURIL Birmingham Cambridge

  5. Oakland CRIS Experience • Early database prototypes of UK Research Council data now relaunched as • Technology database for PPARC • Expert database for WiTEC

  6. Using CRISs in a commercial context • About Oakland • Commercial users of CRISs • Research Methodologies • Value of CRISs and ‘brokerage’ services

  7. Commercial users of CRIS’s • Companies using science and technology to innovate New products New processes New services • Use Oakland to provide ‘opinion with evidence’ to aid early stage decision-making processes Companies Air Liquide, Masterfoods, P&G, 3M, ICI, Shell

  8. Who could we work with? How might this technology impact on our business? What new markets could we exploit with our capability/products? What is the question? What ‘new’ technology will deliver a solution to this need ? Does this proposition represent a worthwhile opportunity? Can we get more value from external knowledge and resources? What is the Question?

  9. Typical Assignments What technology could be used to reliably measure the hotness of spices in food products? Study of the future of medical sterilisation technologies What opportunities might nano-technology offer a polymer materials manufacturer? Review of coating technology For glass – evaluation of potential substitutes

  10. Typical Assignments Centres of excellence in High Pressure Processing What are the commercial implications of adopting GM technology? What are the characteristics of a world class packaging innovation team What is the best route to market for an isoflavone supplement in Europe.

  11. Using CRISs in a commercial context • About Oakland • Commercial users of CRISs • Research Methodologies • Value of CRISs and ‘brokerage’ services

  12. Using a mix of tools to facilitate the research process Problem Analysis Data Analysis Brainstorming Root Cause Analysis Structured Inventive Thinking Scenario Building Road Mapping SWOT Porter PESTEL Segmentation Stakeholder Analysis Primary Research Dialog STN CRISs Delphion Kompass Medline Questionnaires Telephone Research Face-to-face Interviews Focus Groups Workshops Secondary Research

  13. Secondary Research • Use a variety of online and published sources to compile information. Eg. Scientific Literature, patents,learned articles, market reports, CRISs, news feeds etc Useful to: • Build your understanding of the science/technology • ‘Scope’ or ‘Landscape’ the subject or market area • Build a quick list of broadly relevant individuals/experts

  14. Example of subject landscape

  15. Reliability and completeness of information • Secondary research is rarely the complete solution • Information can be overwhelming • Scientific Literature is historical • Hard to understand relative merits of individuals’ research or a group’s ‘gravitas’ You have to talk to people!

  16. Primary Research Primary research is used to achieve 2 main objectives: • To find partners and suppliers and to validate their suitability • To validate knowledge and understanding, help extend your field of vision, and to generate forward looking insights

  17. What are the relevant selection criteria? Are you looking for an individual or a group/Centre? Are certain facilities important/critical? Do you need breadth, depth or both of knowledge? Is geography/location/language skill important? Experience of working with industry? Do they need to be cutting edge/ leaders? Does it matter who else are they working with? Personal characteristics? Finding Partners

  18. Elaine Shen Paul Kulkosky Adron Harris A. Leslie Morrow Kathryn Kitson Richard Deitrich Norman Palmer Marc Schukit Hank Samson Philippe de Witte Charles Lieber L. Beilin Henk Hendriks Timothy Peters Ting Kai Li Mario Dianzani Stefano Govoni Dharam Agarwal Ian Puddey John Littleton Nicholas Moore Gian Luigi Gessa Emanuele Albano Jonathan Chick Flavio Poldrugo Paul Verbanck Raymond Anton Fabio Fadda Zvani Rossetti Otto Lesch Giorgi Giorgio Kai Lindros Guiseppe Poli Wim van den Brink Frederick de Wolff Gabriele Reinout Wiers Pozzato Ian Hindmarch S Diag 1: Illustration of Peer Recommendation Process Amardeep Dhillon Simon Howell Peter Geerlings Keith Tipton Enrico Tempesta J A Walburg Pat Toseland Jorg Morland Matti Hillbom

  19. Building Knowledge/Gathering opinion • Use literature to find springboard data and experts • Use CRISs to find springboard contacts • Follow-up contacts and seek opinion and comment • Seek further recommendations and follow-up accordingly BUT • Who do you listen to?

  20. Intelligence Zone Springboard Data Springboard Contacts Sourcing the Intelligence

  21. Weighting the Sources Low INTERVIEWS Criteria 1 Criteria 3 Low High SECONDARY SOURCES Criteria 2 Low

  22. Deriving the Message • Pearls • provides robust intelligence to derive the key messages. • Oysters • confirms the key messages and reveals challenges to conventional wisdom. • Fisherman • occasionally yields new angles and radical thinking. • Secondary • Substantiates or challenges insights harvested through interviews.

  23. Example project outcome Task: US client with a patent for a nutritional supplement for treatment of menopause– what is best route to market in Europe? Emerging market: secondary very patchy: so primary research among stakeholders (clinicians) and retailers of nutritional supplements. Research Outcome: Industry structure indicated small players were owned by big pharmas. Segmentation very significant: culture very important Recommendation: No direct marketing but look for licensing opportunites. Start with Pharmas in Italy. Company now has licensing deal in place.

  24. Using CRISs in a commercial context • About Oakland • Commercial users of CRISs • Research Methodologies • Value of CRISs and ‘brokerage’ services

  25. The value of Oakland’s services • Providing anonymity and objectivity • Applying robust research methodologies • Extending your field of vision by accessing new networks • Generating forward looking insights through in depth interviewing techniques • Providing pertinent and actionable advice based on analysis of research

  26. Structure gives coherence to otherwise scattered data Searching terms and tools speed up process Uniform detail Give validity to information? Must be reasonably up to date Editorial process must be explicit Search functions must be easily understood Must understand ‘completeness’ How do CRISs add value?

  27. Oakland Innovation and Information Services 18 Cambridge Science Park Cambridge CB4 0FH Tel +44 (0)1223 507500