When testing concepts and new ideas or when searching for groundbreaking insights and winning strategies, it is not rare to feel that the work process is too rigid. Much time and effort is wasted insisting on testing ideas and pursuing approaches that should have been discarded at a very early stage.
We need research processes that make it possible to swiftly redirect focus, rework testing materials and leverage early client’s feedback.
How we do it:
- Step 1: Exploratory FGs, aiming to understand the category and the consumer needs and to explore the potential of a wide range of ideas and prototypes
- Step 2: Working sessions with the client aiming to assess findings, outline insights and learnings, discard unpromising approaches, rework materials and develop fresh ideas.
- Step 3: Evaluation FGs, to test reworked stimuli.
In subsequent steps this knowledge building iterative process may continue in pursuit of “convergence of evidence”.
The focus is on constant development of material between each piece of consumer contact.