Creative thinking to a tricky problem: floorcare for Phillips
One of the aspects of boutiK that makes us most successful is our insistence on developing bespoke research solutions for our clients. Phillips approached us with a key strategic question: how do we successfully enter the competitive UK floorcare market? Quite a conundrum because of the difficulty around the expense involved in this area and strong players like Dyson dominating the market.
Well we love a meaty challenge, so we took a bit of time to work this one through. After interrogating the brief with the client, our solution was a 3 stage approach.
First we ran a series of metaphor elicitation sessions in-home to really get to deep insight around this issue. We complemented this with shop-alongs to contrast the home and retail experiences.
We then ran immersion and innovation workshops with our clients to identify the key insights and to kick-start the early-stage NPD idea generation.
Finally we brought everything together with a concept lab run through face-to-face consumer groups, enabling us to pressure test the new concepts and identify the most promising NPD routes.
Bringing it all together, we added videos and vox-pops into our debrief to powerfully bring the messages to life for the client making it easier for Philips to manage the message internally through their various Stakeholders.