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for an in-depth discussion on its function, process and application.
Consumers benchmark brand values and product technology of existing brands
to map existing need gaps, create new ones and spot previously unrecognized
Starts at the end-point -- recognition of personal goals & aspirations
-- and backtracks the logic chain to discover the tangible product technologies
that accomplish the abstract goal.
Discovery of breakthrough levels of innovation that lie beyond the ability
of end-users to envision the technology -- or even the fundamental need
-- it serves.
Avoiding the reason most breakthrough new products fail -- a disregard
for the realities of the adoption curve and the early adopters that drive
Creating a new brand designed to jar prospects out of a habitualized repeat
purchase of "the brand I always buy" and then -- and only then
-- states its case.
Designing a new product that stops impulse buyers in their tracks and
whispers "just-do-it" in the only place that counts -- the retail
Leveraging the input of hi-volume -- and only hi-volume -- users to develop
product concepts with built-in frequent usage and dedicated brand loyalty.
A consumer driven, do-it-yourself way to generate "big idea" concepts
that fit corporate realities...in a hurry.
Overcoming the proverbial "failure to communicate" -- and the
inevitable disaster -- that occurs when the concept says "apples"
and the consumer hears "oranges."
When it comes to picking a winning concept from also rans, the difference
between a qualitatively assisted guess and a statistical fact is only
a 150 consumers and $10,000...the consequences however may run to
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