POWERFUL NEW RESEARCH TOOL: The In-Depth Online Forum
yields a greater depth in responses than traditional qualitative research,
and allows you to explore a wide range of issues/topics over several days,
without leaving your desk.
Learn more! Click here for slide presentation. Phil Glowatz and Associates - new products, branding, positioning, repositioning, marketing experts.
Strategic CreativityTM is our
fast-track methodology for creating new products and services. It's a
three-phase process of strategic evaluation, creative ideation and consumer dialogue. You get results in only eight weeks, and at a price that fits within tight budget parameters. |
Phase 1:
Strategic Focus
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We immerse ourselves in your category, to define its dynamics, and to lay
the groundwork for focused ideation. Issues addressed include the following:
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For the successful brands:
- Which are the key benefits and features offered?
- Which rational, sensory and other factors are involved?
- What are the implications of packaging and
shelf placement?
For the unsuccessful brands:
- Which benefits/motivators are not being exploited correctly?
- Which key benefits appear outdated?
Target:
- Who is in the core target for each leading brand?
- What are purchase patterns and broad-stroke behavioral patterns (e.g., typical time of day for product usage, usage methods, frequency, etc.)?
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Phase 2:
Wide-Ranging Exploratory
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Using three brainstorming methods, and as a team with you, we develop a wide range of ideas, then expose them to focus groups via color concepts. Each concept we create has the following components: - Brand and/or sub-brand name.
- Positioning claim.
- Generic descriptor
- Key visual showing the product and/or the product in use, plus an indication of the key packaging elements.
- Descriptive body copy, explaining usage methods, usage occasions and ingredients.
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Our objective in this phase of consumer dialogue is to gain broad strokes insights into attitudes, usage patterns and needs.
Phase 3:
Ideation Based on Education
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We act on insights gained in the Phase 2 focus groups, to refine the best concepts, and to create new ones. Because we ideate from an "educated" perspective in this phase, several of the resulting concepts typically create high purchase interest among target consumers. Then, we optimize these concepts, and give you specific, actionable recommendations...
Strategic Creativity Output:
SpecificRecommendations
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- Brand or sub-brand name
- Positioning claim
- Generic descriptor
- Key product feature(s)
- Key copy points
- Packaging direction
- Shelf placement direction
- Core target direction
- Supporting consumer rationale
- Copy for quantitative testing
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Typical project objectives: - Positioning of new product
- Repositioning of existing product
- Brand leveraging/Line extending
- Exploring categories for unmet needs
- Creating products from new technologies
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And after the project is completed...
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Our goal is true new product success for each client. Thus, our involvement does not end at the conclusion of a project. Rather, we remain available for free consultations, and to attend key meetings, to resolve any issues that may arise.
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