ITG’s Frequently Asked Questions

Our Approach & Methodology

Focus groups ask consumers what they think. We work with them to create what’s next.
Traditional research treats consumers as subjects who react to existing ideas. ITG’s Creative Consumers® associates are trained innovation partners who work side-by-side with your team. They don't just give feedback, they generate hundreds of fresh possibilities and help you build concepts grounded in real human needs from the start.
We recruit for creativity to bring them into the panel. We recruit according to your specs to bring them into the workshop.
We maintain a proprietary panel of highly articulate, creative thinkers. Once consumers pass ITG’s initial creativity screener, they undergo a multi-day training that doubles as a final test. Only those who demonstrate the ability to stretch their thinking and collaborate effectively make it into the room with you.
We are always looking for fresh minds.
If you are articulate, creative, and love solving problems, we’d love to hear from you. We host multiple training sessions each year to add new perspectives to our panel. Go here to see if you’re a fit.
Of course.
Through ITG UNLEASH®, we train internal teams in the same proven methodologies we use daily. From mastering Creative Problem Solving (CPS) to writing test-ready concepts, we equip your organization with the tools to innovate on your own.

We operate with speed—typically days and weeks, not months.
With our own panel of Creative Consumers® associates, recruiting happens in 2-3 days. After that, a standard ITG ACCELERATE® workshop might last 2 days, where Day 1 is for ideation and Day 2 is for converging on 10-12 prioritized concepts. We structure every hour to ensure you get actionable output fast.
We can often launch in as little as one week.
Because we manage our own panel of Creative Consumers® associates, we don't have to wait on third-party recruiters. Assuming Facilitator availability, we can go from green light to kickoff in roughly 5 business days.
You won't be waiting around.
We typically deliver the final project report within 5 business days of the session’s conclusion. Because our facilitators capture and refine content during the session, we can rapidly turn around the final synthesis.
Absolutely. That’s why we built ITG SPARK™.
If you need a rapid pulse check, ITG SPARK™ connects you directly to Creative Consumers® associates in as little as 48 hours for quick feedback, virtual immersions & home tours, or internal meeting support.

You leave with tangible, test-ready assets.
Depending on your engagement, you will walk away with:
- 10-12 professionally written concepts
- 25-30 idea statements
- 25-30 prioritized communications claims, and/or names.
- Consumer insights / market opportunity report deck
- A clear strategic roadmap and aligned next steps.
You do. 100%.
We provide the platform, the process, and the people to spark the ideas, but the output is yours. Everything generated during your ITG engagement is your intellectual property.

We meet you where you—or your consumers—are.
We are skilled at identifying creative, immersive venues in any city to get your team out of the office and into a distraction-free zone. Whether you want to take your team off-site for a retreat or need to be close to a specific consumer market, we bring the process to you.
Both formats deliver high-energy results.
- In-Person: Ideal for building cross-functional momentum. We facilitate energetic sessions in stimulating spaces that keep the team focused and excited.
- Online: Perfect for dispersed teams or tight budgets. Our virtual engagements use kinetic exercises and digital tools to ensure the creative spirit translates through the screen.
Diversity of thought drives better innovation.
We recommend a cross-functional team that includes Insights, Marketing, Brand, R&D, and other key stakeholders. Don't be afraid to invite people from Finance or Sales—diverse perspectives (like Cory from Finance) often trigger the most unique ideas!
Small groups work best, but we can scale.
The ideal group size is around 8 participants to ensure everyone stays active and engaged. However, we can design sessions for teams of up to 20. Anything beyond that may require additional facilitators to manage the flow, depending on objectives.

Our facilitators are experts in process, so you can be the expert in content.
We don't rely on our own category knowledge to generate ideas, we rely on our ability to unlock yours. Whether you are in food, pharma, or tech, our facilitators design the environments and exercises that help you and the Creative Consumers® associates break into new territories.
Our facilitators are trained to pivot and flex.
We don’t stick to a rigid script if it’s not working. Our Facilitators have a massive toolkit of excursion techniques and lateral thinking exercises designed to ignite creativity. If a specific territory isn't yielding results, we have the experience to pivot the room to a new angle immediately to ensure you hit your goals.