Holistic Process

Gain Decision Certainty

Through countless interactions with customers, we have determined that a holistic approach to product development is the right path for success. Whereas a typical linear innovation process isolates aspects of a product from stage to stage, a holistic approach brings in all facets of the consumer experience earlier and more often. 

Holistic Product Development

By capturing a more complete view of the consumer experience, and using a consistent framework of consumer understanding, Holistic Product Development enables you to focus on harmonizing the whole product within each stage.  Taking a holistic approach leads to faster understanding of market opportunities, a clearer and more stable product definition, faster prototyping, and a greater advantage in the marketplace.

Dave Lundahl speaks on Holistic Product Development at The Market Research Event.

A more holistic approach to product development seeks to understand the world in which the eventual product will live.  Opportunities are identified by better understanding experiential gaps in product categories and the combination(s) of emotional levers (i.e., brand, concept elements, product attributes, etc.) that drive the interplay between consumer and product.  With a holistic approach, research tools are selected not based on what stage of development you are in, but based on better honing your understanding of how consumers believe your potential product relates to their lives.  Conducting product development from this perspective, you gain a greater degree of certainty in your decisions.