Soft Drinks Consumer Co-Creation

Project Overview

This project demonstrates how we effectively used our Consumer Innovation Lab™ methodology with a team of 15 Creative-Thinking Consumers, together with Zip-Zap Ideas®, to develop and identify a pipeline of winning ideas for a leading European drinks brand of water-based drinks. 

At the start of the project, it was clear that the company were actually faced with a problem of having "too many ideas", with inputs and suggestions from a wide range of suppliers.  They came to us looking for a more focused, creative and consumer-centric approach that would help them identify the ideas with biggest potential. They also wanted an approach that could be run virtually with inputs from teams across Europe.

Our Approach

This project was run in two parts, over a period of 12 weeks, with all ideas being shared and refined using our online platform, Zip-Zap Ideas®.  

In part 1, we used our team of Copy Editors to refine and edit around 80 "skeleton concepts", to ensure we had a consistent style for all ideas using our mini-concept format of around 400 characters.  This work was done using Zip-Zap Ideas® (at the ZIP stage) and shared with the Core Innovation team for their inputs and comments.  We then set up and ran the Consumer Innovation Lab™ in Belgium with 15 Creative-Thinking Consumers.  During the session, they worked in pairs to provide comments to different groups of ideas, and to add new ideas they felt were missing.

In part 2, immediately after the Consumer Innovation Lab™, our team of Copy Editors took time to further refine and enhance all ideas based on comments from the consumers.  A total of 48 ideas approved by the Core Team and evaluated with a panel of 200 target consumers in Belgium and Holland, using our online screening feature of Zip-Zap Ideas®.  During the panel, consumers took around 20 minutes to review and vote on ideas they felt had greatest potential and to add comments for improvement.

Results

Of the 48 concepts tested, 11 ideas has "significant above average appeal" with consistent results from both markets at a 90% confidence level.  In addition to concept testing, we also tested the appeal and relevance of different insight themes.  Winning ideas were progressed by the team for further testing and development.

"A fast and rapid process that is consumer-centric and that quickly helped us to identify our future innovation pipeline." Head of Marketing and Innovation

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