Novozymes advances in R&D process with progressive human integration

Overview

Novozymes is a leading biotech company traditionally focused on developing enzymes for a variety of food and industrial applications. Now they have embarked on a new journey to determine what their technology can do for human health and develop solutions for tomorrow that are going to drive their business forward. 

While their capabilities have always been centred around R&D as their main value driver, there has been an increased focus on developing products faster and targeting consumer needs, better.

R&D is a scarce resource so it was imperative to ensure a market need and fit for the potential solutions. By integrating their consumers into each step of the R&D and innovation process they’ve been able to drastically cut their time to market while ensuring that the products they develop procure the greatest possible customer value.

 

Business Objective

Novozymes has long been a major player in the biotech industry. In the pursuit of future growth opportunities, it was decided to explore innovation and developments in areas outside the more traditional line of business.

 

 

Taking the forefront of the biotech industry with human perspectives

Novozymes sought to build the products of tomorrow with the future consumer in mind. However, they knew that they had to adapt their R&D process to avoid sunk costs in failed products and a long time to market. To execute accordingly, a decision was made to reverse their traditional R&D process. The key – start by figuring out what consumers need and why they need it. That’s where UserTribe comes in.

We wanted to go out and capture new markets through innovation and to do that you have to find the right channels of insights to drive your innovation. Bringing UserTribe into our development process has allowed for fast learning loops that in turn impact how we develop new products.

Ulrich Irgens, GM at OneHealth

Novozymes, as a result, entered into a strategic partnership with UserTribe to integrate human insights into every step of its innovation process.

 

A continuous collaboration that’s bound to dominate

UserTribe has primarily been working with Novozymes’ OneHealth centred around how probiotics and enzymes could be utilised for human health applications instead of traditional food and industrial applications. Consequently, this new way of working has now seeped into other business areas such as their Alternative Protein initiative. This is focused on finding uses for a plant-based protein which potentially could outperform the traditionally derived protein sources.

By adapting the way they develop new products and infusing the voice of the consumer in the process from start to finish, Novozymes has managed to decrease their time to market as well as increase the commercial success of new products. These new initiatives from Novozymes demonstrate the benefits of agile product development processes with a customer-first mentality.

Do you want to hear more?
Contact VP of Business Development
Michael Mortensen
+45 77 34 86 85 or mim@usertribe.com

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