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.
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 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.