Global Soft Drinks Product Innovation

Project Overview

This global soft drinks brand wanted to use our unique online virtualHOTHOUSE® tool to engage their marketing and R&D teams across 12 markets worldwide. The aim of the project was to generate and refine a series of new product innovation ideas that would be compelling to consumers in those key markets. Once new ideas had been generated, captured and refined we used our fastSCREEN™ tool to quickly and efficiently screen the leading ideas with our online panel of consumers to establish which ideas had the most potential.

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Our Approach

A 10-week virtualHOTHOUSE® project with 57 client delegates based in 12 markets, combined with a 2-day Ideas Hothouse™ workshop with creative-thinking consumers and consumer panels in 4 key markets. The online team initially shared, refined and evaluated leading consumer insights using our virtualHOTHOUSE® system. The strongest insights, together with other stimulus materials, were used to generate new product ideas at a 2-day Hothouse™, with 20 delegates and 16 creative-thinking consumers. Leading ideas were refined after the Hothouse™ by our team of copy-editors, prior to online screening with 250 consumers in China, Russia, UK and the USA using our fastSCREEN™ tool.

Results

Results from our fastSCREEN™ testing highlighted eight concepts with "above average growth potential". These eight concepts were then tested externally using a BASES Snapshot survey in five markets. This work identified three concept ideas with "outstanding consumer appeal". Winning concepts are now being progressed to market launch in lead markets.

"Snapshot BASES concept testing highlighted three concepts with outstanding consumer appeal"

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