Front end innovation
Create insights and strategies that develop winning innovation platforms & concepts.
Who
Iterative Co-Creation – Process that continually identifies and builds upon customer insights and strategic intent
Design – Thinking transforms conceptual thoughts into something real that your target can see, touch, and experience
Proprietary Recruitment Methodologies allow us to recruit the right type of consumers to get to better insights, faster
WHAT
Perfect for teams looking to:
Enter a new category
Innovate for a new target
Develop cutting edge technology
WHEN
Either 6, 9 or 12 weeks from project kick off to final deliverables
Emergent Consumers
Business academics, since 2010, have identified problems with the early-stage idea generation process, but we have a solution.
We exclusively recruit “emergent consumers” allowing us to get a better read on both the realness and the disruptiveness of new ideas
Our proprietary methodology & typing tool allows us to find consumers of all demographic backgrounds who are better able to envision the impact of new possibilities and articulate their reactions.
The result is better innovation and our clients notice the difference: “We were amazed at how deeply their recruits thought about our innovation’s starting point and how that translated into newer and bigger ideas” – Director, Consumer Insights.
AMPLIFIERS
Innovation Workshops
Identifying innovation pathways that open new opportunities
Blinded Retailer Studies
Understand the intersection of retailer and shopper desires
PROTOCEPTING
Turning concepts into consumables for rapid evaluation
Branding & naming
Development of design that brings innovation to life
Social Listening
Mining more than 100 million conversations to identify unique opportunities
case studies
Brand Expansion
Kellogg’s sought to drive growth of a heritage brand by innovating within the guidelines of their current brand equity – essentially how could the brand stretch without changing the key elements that make it beloved. We executed a series of co-creation sessions with rapid iteration efforts. Four of the 19 concepts exceeded BASES success criteria and have progressed into the next phase of development.
Brainstorming
The Quaker team desired to unlock incremental growth for one of its heritage brands. They wanted to get out of their comfort zone, expand their thinking with fresh ideas and ensure the testing provided senior management with the confidence to fund new innovation. Mission Field executed 6 rounds of research (ethnos, FGs & 1-1’s for final refinement). Over 70 consumers helped iterate 50+ novel ideas across 12 diverse categories. In the end, 5 concepts in 4 new categories rose to the top and resonated with consumers.
Brand Renovation
A brand within the Campbell’s portfolio was in need of renovation as their expanding line needed to be coordinated and refined. Mission Field led the strategic thinking with a large-scale eye tracking study that helped identify key label attributes, issues with shopability and relevance of key design elements. The team utilized the learnings to upgrade designs and refresh the full line.
Innovation Strategy Development
Oregon Freeze Dry approached Mission Field to help create an innovation strategy and lead an effort to evaluate multiple company growth and expansion opportunities. This in-depth work will include multiple research waves, all conducted on-line given Covid-19, that will lead to a multi-year innovation pipeline. The top idea will head straight into their next sales cycle providing a quick win in the near term.
New Brand Development
Mission Field was tasked with helping Nestle Purina identify whether consumers would approve of Purina launching multiple concepts of cutting-edge pet food concepts. We developed a range of concepts and identified the right way in for each concept, conducting co-creation to refine each idea