Consumer goods user-centered multi-country and multi-phased new product development | Spiegel Institut — Greenbook

Consumer goods user-centered multi-country and multi-phased new product development

Challenge

Global product innovation research:

Develop insights into a current target and growth consumers need around the product by the target market, with an eye toward understanding how to build a next generation product. To inform the concepting process with insight from all markets and strategic direction. Fast-paced project in the following markets: Russia, United Kingdom, Germany, Italy, United States and China.

Proprietary solution

User-Centered research in 6 phases.

Ethnographic insight around people and technological devices
New product concept development and ideation
Concept validation

Spiegel Institut was responsible as the global partner for consulting on optimal implementation for the international fieldwork and interview conduction, programming and translations, training of the moderators, the international project management and quality assurance (supervision of the international fieldwork, file management, country reports)

Phase One: Online self-ethnography in community/diary format to get to know the target group
Phase Two: Online ideation for concept generation based on predefined topics
Phase Three: Concept test based on verbal concepts and illustrations
Phase Four: Concept test based on prototypes/handling samples
Phase Five: Concept Development
Phase Six: Concept Validation

Result

Our client said:
“I just wanted to say that it was such a treat to work with your whole team this past year! It's so nice to build relationship there. Very much looking forward to working with you all in the next year (the next decade!).”

About this project

Business issue:

Market research specialties

Presented by:

Spiegel Institut

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