Our client was interested in maximizing the potential of a particular product idea to give it the best chance of marketplace success. We were engaged to help the team understand the concept in a fresh, inspiring and strategic way.
After DIAGNOSING the assignment and the core emotional asset of the product idea, we worked closely with the client team to DISCOVER truths about the concept through creative and interactive experience.
Using a combination of divergent and convergent thinking activities, we then distilled our learning into high-level message sets that reflected the strongest promise and benefit linkages of the product. Later, qualitative work allowed us to cluster and ladder the emotional and functional benefits and establish a hierarchy of the most persuasive messaging sets.