Explore & innovate
How to fuel my NPD pipeline with meaningful innovations for my target audience?
This client tasked an agile and cross-departmental team with developing a new innovation in drinks, with the only set parameters being ‘healthy’ and ‘functional’. Unknowns were the concept, brand name, ingredients and pack design. As it was necessary to stay in touch with consumer reality, have very fast feedback loops and place the consumer central to the daily decision-making process, we set up an online platform where handpicked potential consumers across 7 countries worldwide provided insights into their daily life, habits, attitudes, behaviours and opinions on a daily basis. Participants completed a range of pre-set tasks and we collected feedback to questions on category, brand, product, communications and shopper level over a period of 2 months. Since speed was a must, we analysed and shared consumer insights within 18 hours of a question being posted.
Our Shared Success
This intense and continuous consumer-centric approach resulted in a beverage concept with very clearly defined characteristics in terms of ingredients, positioning and occasions. We provided brand names and pack designs that resonated strongly with the target consumer. The next steps are to develop the liquid and ensure this fits with the concept.