Abstract:

Communicating new product benefits in a consumer intuitive way is a big challenge for most CPG categories. The insight generation process mostly involves complicated methodologies that make it very hard to keep consumer engagement high. However, generating insights is just a part of the challenge. The journey from insight generation to implementation sometimes represents an even bigger challenge. You have to engage internal/external stakeholders and bring insights to the table early enough in the process. This paper presents how online qualitative research design can concretely fuel creative process while keeping the engagement high on both ends of the table: consumers/ participants to internal audiences.