With the fiscal year coming to a close, our client needed to narrow multiple concept ideas down to just a few that could be taken to the next stage of development in the coming budget cycle.
To make the cut, the winning concepts needed be compelling and relevant to consumers while also drawing upon existing formulations from recent R&D. Inputs for testing included package design, product name, and overall fit with the “reasons to believe.”
We recruited members of the target population to participate in Accelerated Learning Labs®. The quantitative exercise involved ratings of all concept variables on several target metrics, as well as identification of the best combinations of a final product configuration. The qualitative portion consisted of 60-minute focus groups, during which the moderator probed to find underlying reasons for purchase interest and how the various inputs impacted perceptions of the parent brand image.
In one day, our client had tested, refined, tested again, and identified the optimal combination of all product variables, including the best message to use for communicating the most compelling benefits of the new product. The real-time collaboration created instant buy-in for all team members, allowing them to shave weeks off the time to launch.