The one phase of this process which remains most difficult to address is the area of identifying consumer needs. This has been problematical, in part, because it poses the question, “What’s missing?” – a question consumers often do not think about themselves. And a question which is often not answerable until a consumer is confronted with new possibilities.
Borrowing from the developing social sciencesm we are proposing an experiment to help uncover insights into consumer needs around your category. It makes use of The World Cafe methodology which helps people connect on a deep emotional level over important questions.
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