Channeling Our Inner Creative
Situation
SmartThink was called upon to partner with a leading packaged goods brand innovation team. One investigation focused on finding innovative uses for a new-to-the-world product. SmartThink was tasked with designing and executing the research that would lead to the market testing of this new product.
Action
SmartThink developed an algorithm based on previous work with consumers in a myriad of categories. This algorithm was used to recruit a series of groups where these consumers were introduced to this new-to-the-world product. In a “workshop” environment, consumers teamed up to “play” with the product. These series of “sandbox” sessions led to the creation of a new line of products that could be easily customized and personalized to individual tastes.
Result
A new line of products were created that could be easily customized and personalized by consumers. While this line of products did not meet marketplace hurdles, the research techniques and outcomes helped strengthen new product efforts within the organization leading to another line of customizable products that have held a steady share of the marketplace over the last several years.