Divide and Conquer

Avery tests the boundaries of dividers

Avery began in 1935 with the advent of the first self adhesive label. Ever since, Avery has continued its history of inventing new and useful products used in every day life by virtually everyone worldwide. Among their successes: first pressure sensitive adhesive stamp, printable labels, and diaper closure tapes. Avery is the owner of multiple international brands.

Problem

Avery was looking for the next “big” divider product that could be fed through the printer. They wanted to uncover unrecognized and unarticulated consumer needs that their competition had yet to recognize. They were also looking to build a portfolio of ideas for future development.

Process

Innovation Focus led the research with Delphi (expert) interviews and ethnographic interviews followed by an Innovation Cycle. The in-home/in-office interviews were with workers who were being observed using Avery products. The researchers noticed a trend of middle-aged respondents removing or lifting their glasses and squinting to read the print on the tab. Observations were brought to the Innovation Session where the Avery and IF teams built a portfolio of concepts for development. Later they tested five new products in focus groups.

Outcome

Russ Pollman, manager of the project from Avery, said later, “Effectively, we were able to use a total of seven ideas from our Divider Exploration Sessions with you folks at Innovation Focus.” Among the major new product launches that were born out of these sessions was The Avery Big Tab Insertable storage dividers. The dividers did not cost any more to make but they were able to charge 25% more for them than the old dividers. The Big Tab was wildly successful immediately after its launch not only for middle-aged workers with glasses but for everyone. Due to the success of Big Tab, other products, like the Write-On tabs, were redesigned.