How to integrate consumer into the ideation phase
In the course of a research phase, we were able to identify strategic development fields for a new food brand. In the subsequent two-day ideation workshop, a multidisciplinary project team derived brand attributes and product concepts that correspond to these opportunity fields. In order to be able to directly test the formulated concepts, we invited 8 lead users to act as soundboards in the second part of the workshop. Thanks to this initial iteration, we were able to test the new product concepts for relevance and the value proposition of the new brand for resonance - early in the development process.