Co-Creation for Product Innovation

A consumer goods company was interested in launching a new line of packaging innovations to meet the demand of to-go container options due to the pandemic and shift toward carry-out. The strategy sought to collaborate with consumers to create product ideas and potential solutions for further product development.

APPROACH

W5 conducted a concept ideation leveraging a quantitative survey and online discussion boards with consumers and food service operators. Concept screen surveying provided valuable reactions to over seventy (70) innovative concepts including sustainable, temperature-controlled, customizable, and design-driven packaging solutions to narrow product ideas and spark ideation for the qualitative research phase. Qualitative online discussions enabled W5 moderators to capture participants’ perceptions of the concepts and facilitate product building workshops using online heatmapping tools, ranking exercises, and video responses.

RESULTS

The multi-phase evaluation approach provided insights for disposable product preferences, assisting in client prioritization of concepts for further development. The concept screen survey produced scores for identifying resonant product ideas with the most market potential. Optimizing the concepts informed in-depth product evaluation in the online discussions and provided the client with categorized concept insights and implications to pursue in the pipeline. Additionally, heatmap outputs and video responses were shared to elevate consumer-driven innovations for concept refinement and development.