Your Challenge
Maybe your brand’s equity has the potential to have more meaning, to be more relevant, within its current competitive environment.  Perhaps there’s a category your equity can extend to in a meaningful way.  Maybe you have access to technology that can enhance the consumer’s experience.

Accomplishing these things in a pointed way, where the new product is differentiated and the equity is enhanced, that’s the challenge.

Our Solution
New Product Sprint has several ingredients.  It starts with a brand equity.  Then, either a specific product category, a technology, or a target audience is added to the mix.   At this point, an action plan is developed which leverages left-brain strategic thinking with right-brain creativity.

Once the initiative is clearly defined, a review of existing research is completed.  An investigatory step is then developed to fill-in missing pieces of information.  This could consist of secondary research or primary research (maybe both).  With a clear understanding of the brand’s equity, the client’s capabilities and the audience’s perspective (needs, both functionally and emotionally), new product ideas are created.

Using thumbnail descriptions as stimulus, consumers are engaged in a qualitative manner to garner a review of the ideas.  The key here, is listening.  We expertly craft topic guides which directs the research and encourages the consumer to communicate.  We listen.  We want to hear not just the obvious – the good, the bad, what could be better, etc. – but we strive to extract in the consumer’s words how this product fits into their lifestyle; how it will improve it and thereby, build loyalty to the brand.

With consumer input in hand, left and right brain perspectives are then leveraged in the development of product concepts.  Depending on the client, the concepts may be tested quantitatively leading to the identification of new products for launch in the near-term.

Barry@wbbe.biz (215) 752-3757

Concept Crafting | New Product Sprint | FutureQuest