The Innovation Research Unit provides unsurpassed expertise and support to clients at every stage of product development, from conception through to launch and beyond.
As innovation specialists, our mission is to help you develop the soundest strategies for developing and launching new concepts – whether products, pack designs, claims, names, or varieties.
The unit uses both qualitative and quantitative research to guide the innovation process. Moreover, we involve consumers with a typical ‘innovator’ profile in different phases of the innovation process.
In the very early stages of concept development, we help you convert consumer insights into concept ideas.
We set up a tailor-made process in order to
- select the most promising consumer insights,
- generate product ideas
- translate the consumer insight into concept statements and product propositions.
This often involves internal workshops or brainstorming and bringing “innovator” consumers into the process using innovative connected research methods.
The developed concepts are tested in a concept screening phase in a quantitative way. InSites has wide experience in screening concepts and ideas for major innovating companies and uses proven methods to select the ideas with the highest market potential. Next to selecting the right concept, we also offer advice on how to improve the potential of each concept. InSites also offers the opportunity to test prototypes in consumers’ homes.
Before actually launching the concept in the market, InSites offers the opportunity to predict actual performance in terms of volume and the impact on the portfolio.
Once launched, InSites offers a tracking service to take the pulse of recently launched products. In this way we make a quick diagnosis of how a product is doing in the market and advise on how to improve the performance.