| Using Consumer Trend Info |
Strategic Objectives Overall & By Relevant Cohorts |
| 1. |
Ideation & Discovery |
- What is the list of potential "game changing" needs to be evaluated?
- What are the category attribute drivers (most important drivers of product/solution choice)?
|
| 2. |
Needs Space Sizing & Prioritization |
- Which needs if addressed would have greatest potential to change the game within the category & drive incremental volume?
- What is the development priority and size of each need?
- Determine strategic entries that will enable you to source the most growth
|
| 3. |
Needs/Solution Landscape Mapping |
For top needs from # 2:
- Based on consumer perceptions of proscriptive products, services and methods, where do opportunities exist in the market landscape that represent both critical needs areas and are under-populated with presence of available products?
|
| 4. |
Concept Development & Screening |
For top need from # 3:
- Develop new product concepts
- Which have the greatest motivational power and incremental reach potential?
- Which would be perceived as best fulfilling the white space need identified in #3?
|
| 5. |
Concept Optimization |
For top concept(s) from # 4:
- Which elements (e.g., brand, name, price, ingredients, messaging, form, etc.) best support the new entry and generate the greatest incremental volume?
|