The Converter phase
The Converter phase is built around our time-tested creativity system that helps teams translate sizable consumer disappointments or wishes into successful new growth initiatives. We start with strategic DigSites and end with a pipeline of concrete initiatives that have been screened, optimized and sized using custom consumer research.
Converter modules include:
Fast-forward prototyping
GC’s creativity workshop model combines cross-functional teams, provocative data-driven excursions and linear and lateral stimulus to spark a higher yield of break-out initiatives.
Concept optimization
GC’s concept lifting/refinement process and target user research input step to help identify and optimize winning platforms worth taking forward into quantitative concept screening.
Concept screening
A traditional go/stop quantitative consumer concept testing step that utilizes GC’s proprietary switching framework and screening criteria to confirm superior initiatives.
Pipeline building
GC’s evaluator step to help prioritize and construct the new initiatives pipeline based on concept screening, capacity/know-how and risk.
Value engineering
GC’s product development step for running consumer input experiments to resolve execution trade-offs that discover winning go-to-market value solutions. |
