Concept optimization workshop
GC’s cross-functional Team methodology for taking potential winning concepts and refining them into stimulus to show target users.
- Action teams lift & refine both the promise bundle and/or the product bundle into Best Bet stimulus to show target users.
Concept Naming
(Brand/Sub-Brand Name Development) is GC’s creativity model for generating and testing names for early concepts.
Fast-forward concept optimization qualitative
Growth Catalysts' target user input research step to identify and refine winning concepts worth taking forward into concept screening.
- It is a two-day, stimulus response research process that serves as an early “gate” to only let ideas/concepts move forward that target users say are superior solutions.
- The cross-functional team that is responsible for success attends to witness consumer input and discuss and debate what ideas are working and what needs to be optimized.
- The Team has an optimization “factory” in the back room that allows them to rapidly refine and optimize concepts (product/packaging/promises) between groups.
- Real-time optimization – eliminates time gap between learning and refining, while typically reducing the number of rounds of qualitative.
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