We recently led food research in London, conducting face to face IDIs and sampling products with consumers, with the aim to create an Ideal Product Model with the client. Using the new Innovation Gym blueprints for IPM and MVP, we are helping the client to action consumer insight into breakthrough products.
How does this project reflect Untapped Innovation’s Fresh Thinking?
Untapped are working with a client to help them get to their Ideal Product Model (IPM) and from that to define their critical ‘must have’ attributes via a Minimum Viable Product (MVP). Untapped has developed Blueprints for IPM and MVP which clients are finding are efficient and effective as a process to action consumer insight into breakthrough products.
Why did you choose IDIs for this research?
We started with an online video diary over a few days, observing how target consumers use and assess category products today. Then we invited them into a central location for face to face IDIs so we could have the consumers try a whole variety of different product samples to probe behaviours, motivations and needs. By working with consumers individually, they are not influenced by other people’s opinions or behaviours.
What is one key learning that you look to gain from IDI research?
Via a combination of the online video diary and central location testing, we look at HOW target consumers assess or ‘know’ when they’ve got an amazing product. These assessments can be translated into critical specifications and measures by R&D and Manufacturing teams to ensure product quality from production lines.
How do you apply the findings from IDIs to action the next stage in this process?
This research is being repeated in two other global regions to look for similarities and differences and ensure that consumers across the world can enjoy an ideal product experience.
Get in touch to discuss your objectives and how we can help you and your team to meet them: https://www.untappedinnovation.com/contact-us/
