"We partnered with Ideas To Go and their Creative Consumers® associates to help us identify motivating needs and desires...our concept testing success rate went from zero to 38%."
Recapture innovation mojo by focusing on what really matters.
BACKGROUND
After innovation launches over previous years struggled in the marketplace, the Quaker Chewy granola bar team needed to get back on track. The problem was not lack of ideas or process, but lack of structure around innovation strategy.
OBJECTIVE
Optimize Chewy granola bar concepts and get the brand’s innovation plan back on track.
RESULT
A consumer-benefit driven concept that led to a new positioning that created in-market performance that exceeded the target.
+ DETAILS
“We partnered with Ideas To Go and their Creative Consumers® associates to help us identify motivating needs and desires...our concept testing success rate went from zero to 38%. One thing I like to tell my team is, Ideas To Go—and I truly believe this—will make a concept as good as it can be.”
— Project leader Doug Healy, then Senior Manager of Innovation Architecture and Snacking at Quaker
In 2014, Doug shared his team's success story at The Market Research Event conference: