GLOBAL BRAND – FUTURE FORWARD EXPANSION

A global brand in the transportation industry wished to explore expansion into new categories, in order to develop a new stream of future brand loyalists. THE TRIAD TEAM engaged a lightning fast, 3- phase approach:
Phase 1: Laurie conducted a 1.5-day Ideation Session with specialists in the new category of interest working alongside members of the client team to generate a range of preliminary new product concepts.
Phase 2: Next morning (en route to the locale for consumer research in the back of a Suburban, no less!) Patti drafted 10 product concepts based on the Ideation Session results; clients approved. Concepts were transmitted to Bruce for visuals for testing. Later that day and following day, Laurie conducted Co-creation groups with target consumers to assess receptivity to brand expansion and to garner feedback to concepts. Concepts were well received. Language and visuals tweaked during the research.
Phase 3: 6 concepts slightly revised post research in prep for quant research.
Status: Several winners! New products under development.