Consumer Lab
Consumer Lab was invented by Ken Miller as a dynamic and interactive early-stage concept screening tool that helps value product features and benefits to guide design development.
As an efficient “qual / quant” tool, Consumer Lab offers an early measure of the product or package attributes that are driving preference, before committing additional resources for development. Here’s how it works:
- Multiple Stimuli Stations group product or package attributes, not mature concepts
- Both 2D and 3D stimuli are handled 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, relative value data and real-time design sketches
- The client team gains direct consumer exposure and feedback
- From 10 to 100 consumers can participate per study.
Consumer Lab is an ingenious way to screen preliminary concepts across 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 evaluation to optimize feature sets or to thoroughly screen preliminary concepts in ways typical focus groups cannot.
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