stage 0 (initial research)
The focus at this stage is identifying gaps in the market and developing ideas to meet them.
Inspiration may come from:
- competitor shopping
- techniques such as attribute analysis, mind-mapping and SCAMPER, consumer insight studies (“consumer digging”)
- from different departments (e.g. Marketing, Sales, Technical Development or Market Research).
The Marketing team works with the Science & Technology (S&T) team and a design agency to develop ideas using brainstorming workshops and focus groups to get consumer feedback.
The ideas are narrowed down and a product brief is produced and passed on to the S&T team.
