Insight for Innovation ®

KMG Design Evaluation

KMG’s Design Evaluation approach provides tremendous flexibility in assessing competing design solutions, including features, forms and ergonomics.  With Consumer Lab as the underlying structure, Project leaders can evaluate multiple dimensions, such as POS Impact, In-Use Dynamics, Form Development and even communications and graphics.  All in one research initiative.  KMG helps optimize a design and forward a solution that’s on-strategy, actionable and compelling to consumers.

Consumer Lab for Design Evaluation

As a Design Evaluation tool, Consumer Lab is an efficient “qual / quant” method that measures the relative performance of competing solutions across a number of relevant dimensions.  Dimensions are tailored to the needs of each project, and can address every aspect of the consumer experience, from point-of-sale interaction through all usage dynamics.

Here’s how it works:

  • Multiple Stimuli Stations cluster product or package  attributes on performance dimensions such as perceptual or functional.
  • Both 2D and 3D stimuli are handled by consumers in true-to-life on-shelf and in-use environments in a series of one-on-one interviews.
  • Consumer feedback is captured from multiple sources:  Consumer worksheet data, interview notes and real-time design sketches.
  • From 15 to 50 consumers can participate per study.

Consumer Lab is an ingenious way to address consumer touch points such as aesthetic form, shelf-impact and in-use utility as well as branding, graphics and communications.  In Design Evaluation, it is used to optimize feature sets or to thoroughly screen mature concepts in ways typical focus groups can and should not.