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McNeil Consumer Healthcare Nasal Spray
This project all began with a client's vision. Dr. Steve Wiet is a Consumer Psychologist and recently-retired Director of Consumer Sciences at McNeil Consumer Healthcare. Prior to retirement, he was responsible for leading R&D activities that enhance consumer understanding, translating consumer insights into new healthcare products, and optimizing the aesthetic features of these products. He also chaired McNeil's R&D Innovation Leadership Team, and was responsible for sustaining an innovative R&D culture and driving the generation and commercialization of new healthcare solutions.
Dr. Wiet has participated in a more than a dozen Ideas To Go projects—15, to be precise. His deep understanding of the creative process provided the spark. And because McNeil Consumer Healthcare knows they offer an experience, not just a product, Dr. Wiet envisioned an iterative project with ideas and feedback from creative and articulate consumers throughout the concept development process.
To make this vision a reality, he came to Ideas To Go to collaborate on a design that wove consumer input throughout the session. So, we used a collaborative process both to design the workshop and to execute the objective. The process looked like this:
The clients walked away with Key Learning about experiencing and treating allergies, and 9 new enhanced treatment concepts fro R&D, each with key attributes, consumer benefit statements, notes on options, and rationale for development.