Analytical Tools
Proprietary Analytical Tools help the team to visualize and set priorities among innovation opportunities by organizing, communicating and interpreting consumer insights in compelling graphical formats. These tools are critical elements in KMG’s patented Innovation Methodology.
3C Matrix
The 3C Matrix is a one-page catalog of client capabilities, constraints and concerns across relevant internal functions. This deliverable often focuses on technical considerations, including R&D, manufacturing processes and supply chain, but also addresses marketing and distribution issues. The 3C exercise is an important tool for ensuring design direction is mindful of true-to-life parameters.
Gap Maps
The Gap Map is a graphical tool for capturing and ranking consumer-driven perceptual and functional expectations in a category, and assessing how well competitive products address them. Gap Maps are helpful in distilling and communicating research data and identifying gaps, opportunities and platforms for innovation.
Innovation Platforms
IPs represent perceptual and functional leverage points that grow out of gathered insight to provide design teams with a flexible yet focused framework for on-strategy concept development. Innovation Platforms consist of rather specific language that ties back to Gap Map opportunities and/or key consumer insights. They are the spring board of an actionable design strategy.
Brand Experience Cycle
This tool maps all the touch points that comprise the experience consumers have with the product and brand. By organizing design research around these in-store and in-use touch points, we can surface discrete and specific opportunities for design innovation that can dramatically and perceptively improve the experience.