Working session with client to distil consumer research findings into concept elements of: Insights, Benefits, RTBs (Reasons to Be) leading to full concept development.
Advantages
- Combines knowledge from agency and client teams to create new product propositions and new positionings.
- Engages the consumer in the concept development process for reality check.
Applications
- Need to build product, service or communication propositions.
Process
- Begins with client workshop to sift through and review findings from recently conducted qualitative research to identify and categorize key findings.
- Key findings mined to develop concept elements: Insights, Benefits, RTBs.
- From there, 2 options:
- Develop full concepts with client in the workshop, to be refined with consumers in follow up qualitative sessions.
- Co-create full concepts with consumers in follow up qualitative sessions, revise with client, continue assessment in further qualitative sessions.
- Client workshop is 1 or 2 days depending on size of issue.
- Number of consumer qualitative sessions depends on number of target groups and locations.