Consumer goods user-centered multi-country and multi-phased new product development

Global product innovation research:

Develop insights into a current target and growth consumers need around the product by the target market, with an eye toward understanding how to build a next generation product. To Inform the concepting process with insight from all markets and strategic direction. Fast-paced project in the following markets: Russia, United Kingdom, Germany, Italy, United States and China.

User-Centered research in 6 phases.

• Ethnographic insight around people and technological devices
• New product concept development and ideation
• Concept validation

Spiegel Institut was responsible as the global partner for consulting on optimal implementation for the international fieldwork and interview conduction, programming and translations, training of the moderators, the international project management and quality assurance (supervision of the international fieldwork, file management, country reports)

• Phase One:Online self-ethnography in community/diary format to get to know the target group
• Phase Two:Online ideation for concept generation based on predefined topics
• Phase Three: Concept test based on verbal concepts and illustrations
• Phase Four: Concept test based on prototypes/handling samples
• Phase Five: Concept Development
• Phase Six: Concept Validation

Our client said:

“I just wanted to say that it was such a treat to work with your whole team this past year! It's so nice to build relationship there. Very much looking forward to working with you all in the next year (the next decade!).”