Every marketer knows that to have a winning idea—whether it’s a new product, positioning or something else—it needs to be firmly rooted in a spot-on, universal consumer insight. To get at these insights, companies often use focus groups, in-home ethnographies, shop-along sessions or other similar research methodologies. While these methods are effective, they take time to conduct, and additional time after the fact, to transfer the learning to your team.
That's why I incorporate our Creative Consumers® associates (CCs) into my projects from the beginning. CCs provide consumer insights as you ideate, which shortens your timeline and streamlines the process. And they’re not just focus group respondents, either. Here are just a few things that I think make them special:
Because CCs are trained in the creative process, they use their consumer wants and attitudes with their creative problem solving skills to imagine what isn’t―yet.
CCs articulate benefits beyond what is top of mind for “regular” consumers.
CCs can ideate for hours, continuing to generate fresh, new ideas, resulting in hundreds of possibilities for insights, benefits, features and reasons to believe.
None of this would be meaningful if it didn’t work. My clients come to me and my colleagues time and time again because they get the results they need to drive innovation and development. CCs not only stretch thinking, they break barriers. They serve as ideation role models, helping to push beyond the comfort zone and take clients to places the team hasn’t gone in their day-to-day work. One-on-one interaction gives the team members a direct dialogue with creative catalysts, leading to more quality ideas, much more quickly. In fact, I recently had a client tell me, “I just spent money on research, and within the first hour with the Creative Consumers® associates, I heard everything the consultants uncovered in three months.”
As the workplace continues to demand speed and quality, why not consider Creative Consumers® associates to help you with your next big idea?
Susan Wandell is an Innovation Process Facilitator at Ideas To Go. She facilitates customer-centered innovation for Fortune 500 companies across all market categories and industries.
Susan Wandell is an Innovation Process Facilitator at Ideas To Go, an innovation agency that works with Fortune 500 companies in ideation and concept development to incorporate the voice of the consumer.