Innovation must ultimately result in a tangible consumer offering. This means translating consumer insights into a specific product or service for the consumer – something that will delight them as they use or experience it.
That’s where we bring in our Product Modelling tool. We start from Consumer Destinations – the emotional and functional needs that must be fulfilled, and work out how they can be delivered. For each emotional and functional need we define jobs that the product must do to allow us to see how to “design the experience” for him or her. But this is not enough – we connect each job with specific attributes that can be adjusted to work out the sweet spot that will deliver the best consumer experience.
At the core of Product Modelling is the principle of prototyping and co-creation with consumers. We believe in learning fast, iterating prototypes through small-scale creative consumer panels. This lets us identify the most important levers leading to product specifications that deliver consumer delight. Plus, this co-creative approach reveals and reinforces the consumers’ emotional hot buttons that will generate devotion.
Anytime, but definitely as soon as a tangible product needs to be defined. We can start the process at any stage by benchmarking consumer experiences using existing products within a category, or borrowing comparable attributes from other categories using qualitative techniques.
And once we’ve defined the Destination that consumers want to get to and have a conceptual idea for the new product that can get them there, we can refine this model further. Prototyping can start just as soon as you can put together a minimum viable product prototype.
Here are 3 examples of when we have developed a tangible product model:
1) Innovation on an existing product: Defining which attributes to optimise and how, to bring the product closer to the consumer ideal and be preferred to competitors.
2) Innovation on a new product idea: Translating Destinations into a starting product specification for a new product idea, then iterating with a co-creative consumer panel to optimise ready for quantitative validation.
3) Ideal product model for a generic sub-category: Benchmarking experiences allowed us to define gaps in the client’s product experience and highlight clear opportunities to drive consumer delight.