Concept building & optimisation

HOW DO YOU KEEP THE INTEGRITY OF YOUR INNOVATION IDEA THROUGH TO LAUNCH?

STOP WINNING IDEAS MORPHING INTO BAD IDEAS?

Concept blueprint

It’s not uncommon for concepts to get a resounding thumbs up response from consumers during testing. And then to fail spectacularly when launched. But why? Well, according to Nielsen, 50% of propositions change between testing and the actual product that is launched.

To combat this phenomenon, we created something we call the GamePlan. Drawing on deep insights from consumers, it is a detailed brief that’s focused on the optimal execution of the concept. The GamePlan will give you the key success factors and model for a minimum viable product. Plus, it will highlight any trade-offs for product, pack and comms teams.

In short, it makes it absolutely clear what must be guarded against to ensure your final proposition remains compelling at launch.

"We highly prize not just the thinking and the strategy, but also the extremely clear action plans on how to make it all happen. They really do offer an exceptional service from the unique and highly robust methodology, through to the commercially-minded execution plan that a business can implement straight away"

Emma Billinge

Marketing Director Purity Drinks Limited