| Product, Service and Message
Development
Using ethnographic user data to fuel a brainstorming
process, we employ various collaborative techniques to invent or
improve on products, services, brands and environments depending
on your business objectives. Objectives can include the need to
create new products, services or messages, the need to prioritize
their introduction into a market, or the need to localize them to
a market segment. In all instances our goal when providing this
service is the development of a useful and non-obvious offer in
order to ensure continual leadership in the marketplace.
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A leading consumer goods company
was losing their most profitable customers with products intended
for a lower profit segment. Their need was obvious: develop a new
line of products specifically conceived for the high-profit segment.
We helped them do just this.
By studying the needs and lifestyle of the intended audience we created
a series of idea-generation tools which helped our client and us devise
new and revolutionary food products, product categories and features.
When we tested those on our potential customers, they kept asking
"Why didn´t I think about this before?"
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Consulting during implementation
Very often, new products fail due to a bad
implementation. At DSR, we ensure that customer knowledge is carried
out and respected thoughout the development of the new product.
All the way until the final product is finished.
It is common for us to be called in and actively
participate as members of the client implementation team. This is
done to make sure that all decisions concerning the project take
into consideration the user knowledge which helped us to define
it at the beginning.
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After having done a cultural study towards the inside of a corporation,
our client asked us to participate as members of the project commitee
during the design and launch phases. During this time, we were constantly
involved with the design team, helping them make informed decisions
using as a base the outputs of the knowledge we generated with the
previous study.
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