How we do it

  • By being a collaborative partner from conception of the idea to its launch on shelf or on air
  • By bringing the voice of the consumer and applying consumer insight at each step of the way
  • Click on each step below for more information
Determine if the challenge is to drive loyalty amongst current consumers or grow penetration with new consumers; develop understanding of those target consumers and their needs; perceptions of brand currently; ambition of the task (estimate of brand size, expected launch timings) Review all current data & consumer understanding summarising what we already know & identifying any gaps; develop hypotheses; conduct desk research on competitors & trends; explore day in life of the target consumer Help facilitate idea generation sessions; tap into consumers to build ideas; crafting of insights & concepts Design appropriate research method & sample and select right research agency/moderator for exploring, evaluating & refining ideas to get to a great concept; apply the learnings to develop the idea Bring target consumer & concept alive for internal departments & external agencies so they can understand how this idea will meet consumer needs, and to enable them to work effectively on moving from concept to prototype Design appropriate research method & sample and select right research agency/moderator to determine if the idea has been executed right and how to optimise it; apply the learnings to finalise the prototype before launch Apply learnings to date to optimise the innovation prior to launch; demonstrate how the new innovation will meet the needs of consumers; feed into a bible on how to deliver a consistent brand story across all consumer touch points on the new innovation

 

The innovation process above shows how we can enhance each step with consumer insight.  But we will work with you to develop a tailor made process to meet your business needs and brand challenges, for just one part of the process or the whole thing, whether that be innovation, brand positioning, communications or pack design.