Consumer Insight Tools
Consumer Insight tools are designed to surface the emotional, perceptual and functional drivers of consumer value. The knowledge gathered here works in conjunction with Analytical Tools to translate deeper insights into valid and actionable platforms for innovation. Examples are:
Immersion
KMGs Immersion work takes place in consumer-selected buying and usage environments. This effort is often coupled with found-object discussions that can place early-stage novel solutions in context for feedback. This effort involves genuine true-to-life observation: It is never time-and-place contrived or Q & A driven.
Retail Immersion takes place in a consumer’s choice of time and location for a genuine shopping occasion. Usage Immersion takes place when and where the usage cycle occurs. Immersion works in concert with the Brand Experience Cycle (see Analytical Tools) to identify high-potential opportunities for innovation.
Consumer Interaction
In dynamic Consumer Interaction sessions, small groups react to consumer promises, preliminary concepts and found objects to elicit fresh insight. This effort is often coupled with real-time sketching by an experienced designer to bring consumer feedback to life.
Consumer Interaction is effective in identifying underlying emotional states, surfacing attitudes and behaviors around usage occasions, or for screening early-stage creative work. It can often replace typical focus groups as a deeper and more vivid foundation for concept development.
Consumer Lab
Consumer Lab is a breakthrough, early-stage concept assessment tool that evaluates product and package attributes and identifies the potential drivers of purchase intent to optimize feature/benefit sets and guide concept development. This “qual / quant” approach exposes consumers to multiple one-on-one interviews in Stimuli Stations, and captures attribute ratings for up to 100 participants. Consumer Lab results are more insightful, actionable and thorough than the typical impressions gathered in focus groups.