Jumpstart Concept Innovation through Client Experience
Published in QRCA Views Summer 2010..
Read MoreWalk A Mile in Their Shoes – Client Immersion
Published in Quirk’s cover article May 2007.
Read MoreFreshen Up New Concept Thinking with Client Immersion
Developing concepts for your brand or business can be challenging, particularly because a client “lives” the brand every day at work. It only stands to reason that some adherence to company bias is unavoidable. The client is heavily invested in the product or service, and it becomes extremely difficult to maintain clear neutrality. To help alleviate this bias, consider having an...
Read MoreClient Experience to Drive Concept Development
According to Procter & Gamble, 75% of product failure is NOT because the product does not perform, but because it was the wrong idea.  As a result, many millions of dollars are wasted on product launches that just go nowhere. Clearly, the intention behind concept development is to find the potential winning ideas and qualify them before they hit the market to avoid...
Read MoreTriangulation for Better Marketing Concept Development
Smart concept development requires the blending of three important approaches in order to create a rich and relevant canvas for development: Learn, Experience & Collaborate. Let’s briefly explore each one. LEARN – When developing any new product or service concepts it is really key to understand where you’ve been, where you stand now, and the needs and drivers of...
Read MoreFreshen Up New Concept Thinking with Client Immersion
Developing concepts for your brand or business can be so challenging particularly because a client “lives†the brand every single day at work. The professionals working on a particular business can’t help but “drink the Kool-Aid®â€; they are, after all, employed by the company that is marketing the product(s) or service(s), and some adherence to a company bias is...
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