KEY CLIENT QUESTION

“WE HAVE CONCEPTS BUT NO CLEAR WAY FORWARD”

SPRINT CHOICE

CONCEPT LAB

INNOVATION STAGE

THE CHALLENGE

A Fortune-500 CPG company needed to learn which product concept(s) best met the consumer’s problem, the business strategy, and their proprietary gifts. After that learning, they needed to make strategic decisions on future investment for the selected concept.

THE SOLUTION

We were embedded with the co-founder team, insights team, and coaches to learn alongside them. An approach based on our Concept Labs Sprint took an inventory of what we knew and what we wanted to know, which helped us build success criteria. We then designed out each concept with a higher fidelity, getting into the nitty-gritty details and assembling product concept sheets for consumer research. We acted as advisers from a creative strategy perspective, and used the learnings to inform each round of stimulus creation.

THE WAY FORWARD

On the heels of these consumer learning sessions, we found clear winners and clear losers, along with a bunch of valuable insights around design principles. The final decision on which concept warranted investment involved business strategy, viability, and gut-level conviction. We collaborated with the co-founder team to develop internal pitch decks, building their case for future investment. Based on the evidence, the team won internal buy-in to continue pursuing 1-2 concepts. The next step involved work based on our Positioning Unlock Sprint, where we could bring the chosen concepts to life in order to organically test-and-learn. The team left with a credible brand presence that would resonate with their consumer on Day 1 and support a more in-depth learning plan.

MORE CASE STUDIES

  • "We have a product consumers are excited about, but not sure how to talk about it"

    POSITIONING UNLOCK

  • "What do we build a brand on? We need early brand foundations"

    BRAND CAMP

  • "We need help discovering which creative platform resonates most with our core consumer"

    DESIGN PLATFORM

  • "We have ideas, yet we need more. And which are worthwhile to pursue?"

    THE IDEA JAM