Identify concept opportunities
To creatively ideate we bring together KICR consultants to generate product ideas against the opportunity spaces identified in discovery. In some cases we may include external experts category specialists, nutritionists or mixologist to support the ideation process.
We deliver this through series of rapid sprint interactive workshops. Our clients are welcome to observe and participate. Typically we work to having 16-20 initial ideas per territory and can cover multiple territories/categories in one project, subject to brief.
We use consumers to validate product concept ideas. We can screen concept ideas with consumers, ringing together client teams with consumers and chefs for inspiring and actionable direction. Leveraging the extensive toolkit of research options enables us to put the voice of the consumer at the heart of idea generation, to deliver 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 MMR Express semi-standardised quantitative concept screening.