Consumer Insights

The approach required several stages of development:

1.) We began with foundational qualitative research to better understand the habits, practices, and needs of the new consumers. 

2.) After a deep understanding of the target, we developed concepts for several new product ideas.  We tested the concepts in several rounds of focus groups, co-creating with consumers and iterating rapidly to improve the product names, positioning, design, packaging communication, ingredients/supplements, and ultimately the overall proposition.

3.) To bring the products to life, we created physical mockups and brought the final concepts to test with consumers in a retail environment. I led strategic development of concepts and moderated focus groups and retail consumer interviews.