Identify concept opportunities
To creatively ideate we bring together KICR consultants to generate product ideas against the opportunity spaces identified in the discovery stage. In some cases we may include external expert category specialists, nutritionists or mixologists to support the ideation process.
We deliver this through a series of interactive, rapid sprint workshops which our clients are welcome, and encouraged, to observe and participate in. Typically we work to having 16-20 initial ideas per territory and can cover multiple territories/categories in one project, subject to the brief.
The product concept ideas from the workshops are then validated by consumers, being screened by a mix of the client teams, chefs, consultants as well as the consumers themselves to ensure clear, inspiring and actionable direction. Leveraging this extensive toolkit of research options enables us to put the put the voice of the consumer at the heart of idea generation and refinement. In turn this delivers innovation with true consumer purpose.
Refine & finalise to MVC
Initial ideas are refined, prioritised and often illustrated, into a core set of Minimal Viable Concepts (MVC) ahead of the prototyping sprint. Final MVC's can also be validated using the KICR consumer community for quantitative concept screening.