Insight for Innovation ®

KMG Consumer Lab

KMG’s Consumer Lab was invented by Ken Miller as an extremely dynamic and interactive concept screening tool that helps focus consumers on the value of perceptual and functional attributes to guide design development.  It can be structured to support concept ideation,  early-stage concept testing, or the evaluation of mature design solutions.

consumer-lab-1As an efficient “qual / quant” tool, Consumer Lab offers a fast and effective measure of  the product or package attributes that are driving preference among presented stimuli, before committing additional resources for development.  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.  It can serve as an early-stage concept ideation and evaluation tool to optimize feature sets or to thoroughly screen preliminary concepts in ways typical focus groups cannot.

To learn more about Consumer Lab, please submit your name and company email address:


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