Our client had developed a number of concepts for a new product. They were radically different from anything in the existing marketplace with potential to reinvigorate the category and, crucially, steal share from competitors.
Internally, the investment required in manufacturing and supply was significant, so it was crucial our client had reassurances on return on their investment before proceeding with NPD.
A comprehensive programme of qual shortlisted two concepts to take forward to quant, where choice-based conjoint analysis was used to determine optimum product features and price point for maximum share steal.
Our client, a leading clothing retailer, needed to make sure they were fully in tune with their shopper base, in order to ensure their product offering was always relevant in the world of fast fashion. Our solution was to enlist the help of a panel of shoppers, reflective of their shopper base, to act as consultants over the course of a year.
The consultants completed numerous tasks including bi-monthly blogging, fashion and wardrobe collages and competitor store audits. They also provided a pool from which to recruit groups for range appraisals and in store reviews, and a resource for our client to use for relevant and robust answers to their quick fire questions.
Having acquired a new non-surgical treatment for a progressive disease, our client needed to better understand the journey of patients suffering with this condition; their awareness and understanding of the condition, their experiences, their needs, and the process of diagnosis and treatment.
In addition to this we also explored reactions to a new concept. We designed a mixed approach for this project which ran across 5 markets. Respondents were pre-tasked to recount their patient journey from discovery to present day using words and pictures to highlight their experiences, emotions and the practical implications of living with the condition and the treatment they received. We then conducted face to face depth interviews and cherry picked respondents to carry out a post task; producing a video diary to bring the condition and its implications to life.
The rich stimulus gathered from this project was edited and collated and made available to the client to bring them closer to their consumer and keep the findings alive after the final debrief.
