To say that innovation is a strong driver of business growth might be overstating the obvious. Companies of all sizes are investing in ways to generate fresh new ideas for product expansion and marketing innovation. Leveraging the power of your consumer base is a great way to start down the innovation path, so along those lines, I wanted to share some details on how a client used GlimpzIt to execute a multi-phase innovation project.
Product Category: Alcoholic Beverages
1. Grow the brand to the #1 position in the segment by recruiting new customers without alienating existing ones.
2. Identify actionable innovation ideas (product and/or packaging) that fit brand equity.
To achieve client objectives we recommended a 3 phase approach.
Phase #1: High Level Ideation
Question Types: Broad, general questions designed to elicit both objective (what) markers and emotive (why) context.
Sample Question: “One of the most important things a wine can do for me is ____. Take a picture to answer the question and explain your answer in short text.”
Mechanics: N=600/question (including evaluations*). Response format: visual(Image) and text pair combinations.
Results: Top 4 innovation themes
Phase #2: Digging Deeper into Themes
Question Types: Targeted questions designed to qualify and further explore the themes identified in Phase I.
Sample Question: “Share your ideas with us on the most convenient way to store wine. Take a picture to show us what you’re thinking and explain your answer in short text.”
Mechanics: N=240/question (including evaluations*), 4 questions, 1 per theme. Response format: Visual(Image) and Text pair combinations.
Results: 10 unique product/marketing concepts on labeling, packaging, sizes, tastes and personalization.
Phase #3: Concept Testing
Question Types: Monadic Concept Testing (note: GlimpzIt allows for A/B testing as well)
Sample Question: “Tell us what you think of this wine packaging concept (display image and text description of concept). What do you like/dislike and explain why.”
Mechanics: N=180/Concept (including evaluations*), Response format: Visual and Text pair combinations
Results: Statistically significant (95% CL) rank ordered list of final concepts that fit the study goals. Feature level description of why certain attributes were more popular than the others.
*Note on the evaluation phase: Every time we gather a response (e.g. image/text data point), it gets evaluated by at least 5 peer evaluators (people within the same demographic group as the original respondents). The evaluators are asked to provide their input on whether or not a particular response resonates with them. This crowd resonance step enables clients to determine if a particular sentiment is a one off opinion or reflective of a larger audience.
Why This Client Loves Our Tool
Our client was extremely impressed with the power of GlimpzIt – how much data is collected, how quickly unstructured data is analyzed, and most importantly, the quality of insights revealed which has enabled them to dramatically innovate both on their products and branding. Finally, for the amount of value they get, they are shocked (and pleased!) at how much money they are saving.