ASG Consumer Discovery
Once innovation concepts have been developed, getting and understanding consumer input propels the process to the next level. At GfK Strategic Innovation, concept evaluation and refinement is done via our iterative Consumer DiscoveryTM process. We use this qualitative research/ideation technique to assess, enhance and prioritize new business, product, service, program, or positioning concepts. We collapse the normal lengthy process into days and move quickly from strategy (the platforms) to concepts and how to implement them.
This approach is uniquely suited to exploring a wide range of potential concepts, looking for both market potential and action-ability. Concepts are continuously refined and new concepts generated, based on consumer input. Our creative team and the client team will be on-site to incorporate new learning into the concept direction as things progress. Once the number of concepts is narrowed, attention is placed against how to "bring the concepts to life” through the entire marketing and business mix (product, packaging, shelf placement, etc.), using tangible stimulus where appropriate to elicit more "real world” consumer reactions.
For more information on GfK Strategic Innovation products and services, contact us today.
