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IDEATION (Smile….the Forecast says Rain)
Rainy days (and Mondays) get some people down, but
not us.
Rain refreshes. Rain means growth.
Our clients are rainmakers. And to help keep their
creative powers strong, in steps (thunder rolls please) The K Group. We
have created a highly effective, multi-phase Ideation process
(Brainstorming – get it… brain storm – rain… forget it – if we have
to explain, it is a bad joke, and now getting worse).
Through a series of Innovation Sessions, we help stimulate
clients' creative and strategic thinking; generate actionable
ideas and maximize their potential.
Here’s how
it works:
Phase 1: The Gathering Storm: Preparing for
Innovation
To ground participants in category knowledge, we
prepare and distribute a summary of relevant existing consumer research
that highlights key category insights, consumer behavior and attitudes.
Quick, interesting pre-work is assigned to get creative juices flowing
prior to meeting.
Phase 2: Cloudburst!: Client Brainstorm
This is a traditional session in which clients share
their pre-work and then brainstorm new product ideas in an open-ended, yet
directed fashion.
Phase 3: Put on Your Galoshes…: Product
Experience
This is the experiential phase that gives
the client full
experience with the product, to deepen understanding of potential product
insights and benefits.
Phase 4: A Front Moves In: Working with
Consumer Experts
In sessions similar to focus groups, this is where
the client team is joined by consumers. These consumers are outgoing and
can’t be intimidated by a large throng of ugly clients (or large clients in
ugly thongs!).
Phase 5: Back to
Meteorology
School: Innovation session with category experts
This phase is driven by category. Here clients work
with category experts, such as doctors, nurses, dentists, hygienists,
cleaning services, pharmacists, stylists – those who have the critical
experience with and insights about your category and product.
Phase 6: Barometric
Reading:
Consumer Follow-up
This important phase permits immediate consumer
reaction to the ideas/concepts developed in the Innovation Sessions. This
could take place in the evening, following the Innovation Sessions, or the
next day.
The K Group delivers a complete summary of ideas from
these sessions, a veritable Farmer’s Almanac, if you will, to guide you in
bringing these ideas to the market.
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