Planning and defining a new direction takes insight, knowledge and experience. There are many factors when charting a course to the customer including trends, persona, competition, market influences, and branding to name a few. We use our 30 years of corporate experience developing products along with our clients expertise to establish positioning, customer identity, merchandising, and overall brand directions. Whether you need help with a small detail or defining a new product and how it’s branded and positioned, we can guide you to where you want to go… straight to the customer.
Market Drivers / Competitive Analysis
The trends that are constantly changing and driven by culture also help to drive sales. Knowledge of those trends in fashion, form, color, and material require a constant pulse on what’s happening. Your product needs to speak to your consumer with more understanding than your competition. Simultaneously, competitive analysis allows for market insight and knowledge of who is missing the mark and who is killing it. It also allows you to have insight on what your consumer is moving towards in the future.
Customer Identity/Persona
Defining your customer as “women 30-40 years of age”, is no longer feasible in the new world where brands and products define who the customer is and who they want to be. Understanding your customer from a deeper state within the context of lifestyle, activities, preferences, and many other factors allows you to better develop and design a product that your customer will not only love but champion to the world.
Consumer Journey Mapping
Recognizing the path a consumer takes in their journey... to your product, during use of your product, and post use... can reveal unseen innovation which allows for additional mining of opportunities. Walking the day to day decision process of why, where, and how tends to open up tremendous insight, knowledge and empathy. Looking at the consumer’s journey from a holistic perspective allows for insights to flow from areas typically left untapped by traditional innovation projects. Looking at the consumer’s journey from a holistic perspective allows for insights to flow from areas typically left untapped by traditional innovation projects.
Product Journey Mapping
The process and cost of developing a product, and then placing it at retail, is daunting to say the least. So understanding that process and options for innovation and insight are critical. We look at a product’s journey from thought, design, manufacture, shelf, and even post life to reveal unique areas of unseen advantage. Looking at the product’s journey from a holistic perspective allows for insights to flow from areas typically left untapped by traditional innovation projects.
