PROJECTS
INNOVATION IN THE PRODUCT LINE
Consumption
METHODOLOGIES
Trend Research | Strategic watch reports | Focus Group | Strategic thinking workshops | Ideation, co-creation and validation workshops
SECTOR
Consumption
YEAR
2018
Description
Our client planned to learn about the experience of users in the field of chronic joint and muscle pain with the aim of identifying unmet needs and areas of opportunity that could be explored in the generation of new products and services under their existing brands.
Based on the findings, we worked on two dynamics of generating ideas and solutions, creating opportunities for new moments of consumption and new consumer profiles.
Focus groups and generation workshops with consumers
4 Consumer targets analyzed
+ 10 new product concepts
“I want something that will calm my pain and at the same time protect my stomach, otherwise with so much medication you will end up fatal”.
Person with joint pain
STUDY OF
CURRENT TRENDS
Identification of innovation trends in the launch of new products in the category.
Competitive surveillance and main launches of competitors at a national and international level.
DEFINITION OF PROFILES
OF POTENTIAL CLIENTS
Characterization of each of the sample profiles: particularities and coexistence with joint and muscle pain.
Identification of the main problems, needs and deficiencies in the area of joint and muscle pain; as well as drivers and barriers in the use of OTC products.
IDEATION OF SOLUTIONS
AND CONCEPTS
Internal ideation workshop: generation and clustering of ideas.
Internal conceptualization workshop: generation of solutions based on the clusters obtained.
Refinement and visual development of each concept:
mockup of the solution and fit with the needs and opportunities identified in phase 2.
