Global Baby Care Product Innovation
To generate and identify consumer compelling product ideas and new services for a global baby care brand in key markets by maximizing the outputs from four global R&D ideation workshops.
Our team of creative agents and copy-editors initially refined over 60 ideas that emerged from the four client workshops, writing the ideas using a simple mini-concept format. These ideas were then posted to our virtualHOTHOUSE® system and shared with a wider team of 32 active client delegates in seven markets; and this team added a further 80 ideas. All Ideas were then merged into different themes. Following further editing, 33 ideas were screened with over 250 consumers in Brazil, China and the UK, together with 64 internal delegates, using our online fastSCREEN™ system.
Results highlighted that 27 of the 33 ideas tested had significantly greater consumer appeal than two benchmark ideas that were included in the sample. And 11 ideas had significantly “above average potential”. Winning consumer ideas are being progressed by the global R&D and marketing teams for future market roll out.
"87% of delegates liked the way that they could see and build on ideas generated by their colleagues."