We just finished a series of concept incubation workshops for one of our clients.
We started with 22 pretty solid ideas for new products. We added 20 highly intelligent, creative and vocal consumers – and a team of 8 Brand Development consultants drawn from marketing, planning and creative backgrounds. Ten hours later we had an exhausted workshop team – and 12 clearly prioritised and massively improved concepts.
By rigorously evaluating each idea with our super-consumers – and then re-creating the most promising ideas jointly with them – we not only optimised the concept thinking, we'd really brought the ideas to life.
The true value of the process is way you get to shape and reshape the idea – so it really connects with the consumer need – before you start fine-tuning the conmmunication to really tell the best possible story.