Getting customers to help you innovate has never been easy. This innovative approach is based upon a multi-stage qualitative approach that incorporates projective techniques, group collaborative innovation techniques, real-time conjoint analysis, and forced justification techniques to define the best opportunities to create fast, dramatic growth.
This powerful tool was originally designed to predict product success at the concept level. It has proven itself with dozens of successful product introductions but also packaging and merchandising, creative communications and appeals development, sales approaches, market positioning, and overall business planning.
By using real-time conjoint analysis, in each qualitative session opportunities are identified, defined, refined, deconstructed, reconstructed, and recreated into the “perfect” version that will change behaviors. The final result of the multi-phase process is not a single solution. Rather a clear definition of the parameters for success is defined within which innovators can work freely with confidence. It also defines areas for further future innovation.
Segmentation is refined, as well, by defining ranges of concepts and appeals that will have the greatest effect upon behavioral change for self-defined segments.
When used with the market diagnostic tools that define growth opportunities, The Creative Matrix is the perfect refinement and testing tool. It provides tested and refined concepts that can be implemented immediately as well as longer-term direction for future and continuing innovation.