Test
Once you have developed concepts - whether it's ideas about marketing, branding, a new business venture, new product category, or new customer experience journey - you will want to test it. We use fast, cost-effective methods while being mindful of the pitfalls of relying solely on customers' stated intent as we hone in on the best idea(s) and the best version of it.
Modules
Plan
Articulate the most important experiments and questions and formulate a plan to address them
Understand^
Carry out depth interviews with key target customers, experts, or influencers to gain perceptions on the pros and cons of different options to rank or score them.
Quantify^
Conduct cost effective survey tests to get measures of appeal, feedback and how the idea appeal varies by the target customer segment.
Analyse*
Conduct deeper analysis to contextualise the opportunity further e.g. sizing granular segments, profiling buyer journeys, or analysing competitor concepts.
Report
Document the process, data, analysis, learning (and any outstanding unknowns) in a final report.
* Denotes optional modules. ^ At least one of these modules is needed.
Benefits
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Identify any avoidable pitfalls and shortfalls of ideas before significant expenditure.
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Use online research tools that allow iterations to be tested quickly and cost effectively.
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Craft ideas to offer the best chance of success
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Gain the benefit of experience from different expert perspectives to maximise potential.
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Clarify important traits and behaviours of customers to best position propositions.
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Triangulate customer feedback to develop realistic views, that don't rely on stated intent.
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Take the subjectivity out of assessments by measuring customer responses.
NB: Benefits depend on modules used.