Our Approach
Curion BluePrint was implemented for this approach to provide non-traditional results in the proper setting.
A series of highly engaging product stations were used, in which consumers ages 18-24 were exposed to communication elements (product description, benefits and ingredients) and interacted with multiple product attribute stimuli for packaging, color, flavor and texture.
Using our Curion BluePrint methodology, this concentrated co-creation environment blended focus groups and CLTs to allow consumers to interact and participate with the product in several stations and discuss the stimuli as a group in a moderator-led conversation.
Results
Consumers came together in an engaging setting to comfortably express their thoughts and opinions.
This was strategically designed to capture the proper context the client was seeking.
The targeted questions revealed valuable product differentiators as well as fatal flaws to avoid – resulting in a refined and improved “blueprint” for product development.
Insights
Refinement of the 7 Building Blocks at Each of the 5 Product Stations With Gen Z Consumers
1
Concept Refinement
5 product concepts & descriptions presented Critical feedback obtained from consumers to create ideal product name & description.
2
Benefits
Consumers reviewed potential benefits specific for each product, including:
- Whitening
- Natural
- Freshness and Cleaning
- Anti-Cavity
- Stain Protection
- Portability
3
Ingredients
29 Ingredients for Toothpaste and 1 Key ingredient for Anti-Stain Mouth Rinse.
4
Pack Functionality and Alternative Packaging
Provided various alternatives for both product form and physical packaging.
5
Color
Examples of different colors as well as product inclusions (including sparkles and large colored flecks) were displayed for the consumers to react to for each product.
6
Flavor
- Multiple flavor options were presented for each product.
- Consumers were able to smell and taste the stimuli.
7
Texture
Consumers were able to touch and apply to skin to evaluate textures.
- 3 Texture options for Toothpaste
- 7 Texture options for Mouth Rinse
