After the fuzzy front end and defining a product design, commercialization steps become more agile with consumer behavior insights.
You now have a great product design explicitly and implicitly communicating benefits for a consumer target. How do you successfully sprint to the finish line?
This will be the subject for part 3 of our WebinarsNow series on research techniques for agile innovation.
We will address how to rapidly iterate to avoid three major pitfalls for innovation teams. The first is to rapidly learn through cost rationalization with a constant focus on the prize – maintaining the important cues that signal the benefits your brand will promise to target consumers. The second is to apply rapid, iterative behavioral techniques to validate pricing and how your consumer target will react. These techniques will address the importance of including the context of competitive sets to understand price sensitivity, and to ensure you do not alienate existing, and in fact gain new, brand fans as a result of your new product introduction. We will discuss how to integrate these techniques into learning sprints that are validated through various kinds of test market.
This third webinar will discuss consumer research approaches that uncover consumer insights regarding the areas of ingredients, packaging, pricing, and promotion.
View the first two presentations HERE
The essential need for speed-to-market response in today’s consumer-driven marketplace has compelled a shift from traditional step-by-step development processes to innovation approaches that incorporate a lean mindset, design thinking, and rapid prototyping. But being lean and agile to support successful innovation efforts does not mean cutting corners, it means you are being smarter in getting to market faster with lower investment.
How do you do shift your research and innovation efforts to be agile, fast and affordable, while still effectively exploring, ideating and executing on your idea, product or service?
In this three-part series of WebinarsNow, you’ll learn about:
- Agile approaches to innovation and how these differ from classical processes
- Iterative, cooperative research
- Case studies delving into these behavioral research approaches
- Beyond Design - Commercialization Sprints (May 3)
Innovations in research methodology have been proven to help innovation teams more quickly know how to target, design and develop for a more rapid market response. Join us to be inspired to shift your mindset and revisit the way you drive your innovation pipeline to success.
See how you can accelerate successful innovations through behavioral research in this video.