What ? Intervention at each stage of product or services development:
Concept development
Product launches Product positioning
: product decision tree, added value, packaging testing Communication :
creating, advertising campaigns pre- & post-testing, mobile
apps for tablet testing
Marketing mix consistency
Store remodeling: pre- and post-testing
Branding :
positioning, brand architecture, brand stretching
Market understanding
: market structure & competition, insights generation
Segmentation &
targeting : ethnography, drivers, barriers & unmet
needs identificationHow ? In-depth face-to-face interviews, duos, trios – Focus groups - blogs & diaries
Where ? At home,at work, central location,in the shop
