LEVERAGING CONSUMERS IN AN ONLINE CO-CREATION FOR rapid global insights
The CHALLENGE
A candy and confections client had an innovative product technology scheduled to launch. However, they did not yet have relevant ways to talk about and position the idea to its global audience. The client team needed a fast track to universal insight and appealing ways to describe the product’s differentiating attributes to help complement the unique product. Seeking both category users’ unaided impressions of the prototype product and the natural language used to describe the appeal of the entire sensory experience, Burke conducted a global Hive Innovator study.
HIVE INNOVATORS
Hive Innovators are iterative and agile qualitative immersions. They offer multiple rounds of optimization and co-creation with an “always-on” design, allowing concept combinations to easily be built-upon and optimized. Every part of the concept can be explored – from forms, to claims, to delivery system, actual prototypes, packaging, and more.
The APPROACH
To build a relevant and resonant launch communications strategy, we leveraged Hive Innovator online consumer co-creation studies in three countries. Respondents received prototype and competitive product samples and were guided through an in-depth sensory evaluation “video review” activity. We supplemented our communication hypotheses with respondent language and themes to build product descriptors, insights, sensory attributes, and robust reasons-to-believe. Respondents provided feedback to communication elements, created their own ideas, and iterated with our team to optimize the full product concept.
The OUTCOME
By co-creating with a global audience of category users, we delivered concept components aligned perfectly with product and experience expectations. After a successful product launch, the market embraced the innovative product technology with such enthusiasm that it received several food technology and innovation industry publication accolades! Ultimately, Burke provided the client with rich, actionable insights to expertly position a unique product to their global audiences.
FEATURED CASE STUDIES
