How Ben & Jerry’s Creates Flavors

Fast Company: “Ben & Jerry’s tastemakers don’t just rely on their own judgment … After assembling a couple hundred ideas, the Gurus then turn to a surprisingly low-tech yet crucial source in order to whittle them down: email surveys. Close to 200 flavor possibilities enter the ‘reduction’ stage. Only about 15 make it through. The team sends out a short survey to a representative slice of its massive email list of ice cream enthusiasts. The survey is extremely straightforward; it consists of a one-sentence description of each of the 200 flavors, followed by the same two questions apiece: How likely are you to buy this flavor? How unique is this flavor?”

“Respondents are asked to rank their answers on a five-point scale. According to the Flavor Gurus, the goal is to zero in on flavors that are both familiar and novel.”

“The second question, ‘How unique is the flavor?’ helps Gurus ensure they’re maintaining enough novelty in the flavor pool. Based on the survey data, the team settles on the 15 flavors they believe have the ideal balance of novelty and familiarity. This is the reduction step, and it’s likewise a key part of many creative processes. To generate ideas that stick, you need to go from a wide-ranging list of plausible ideas to a data-driven subset of the ones that have the strongest likelihood of succeeding, based on whatever metrics for success you’ve outlined.”

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