B2C Case – Screening Ideas for Launch
A national leader in education materials sought to introduce new education materials on a different user platform. Up to 20 new product ideas were under consideration.
Virtual focus groups were conducted with current owners, with active shoppers and with open-minded prospects.
Respondents were exposed to different pictures and asked to select the scenario most associated with the experience, and then were shown possible positionings.
Based on the results across both phases of research, three of the most appealing and highest potential ideas were launched and continue to do well in the market.