Eureka! Concept Accelerator
Industrial-Strength Concept Development that's Like Six Sessions in One!
It’s intense, it’s fun, it’s like six sessions in one and it delivers more strong concepts than you can test in one run! In fact, one past client was struggling to create three test-worthy concepts for each of their key brands – our process kick-started their thinking and delivered more than 20 ideas they were so excited about they just had to test them. After struggling to select the three to move forward, they did the only logical thing – they tripled their test run!
We call our concept development process Concept Accelerator because that’s what it does – it gets you out of your ruts and super-charges your thinking – taking your team through more than 20 different strategic thinking exercises. We then continue the process overnight with leaders from your session plus a fresh team of expert thinkers.
The next day you’ll begin with your ideas PLUS fresh thought starters that take you in new directions. By lunchtime you’ll have 30-50 complete ideas (name, headline, benefit paragraph, reason to believe paragraph) and feedback from all participants on how likely each idea is to achieve your objective. We’ll then work to optimize each of the top ideas prior to getting consumer feedback that evening. We’ll gather up their feedback and spend the next morning optimizing each of the top ideas, then send them off for quantitative testing in Merwyn. Three to five days later you’ll have the results and our final recommendation.
That’s Concept Acceleration and it’s like six sessions in one! It’s disciplined and it gives you the time to think and focus so you create and decide on great ideas in just a few days, NOT the traditional 6-8 weeks. Each Concept Accelerator session includes:
1) Consumer Insight Work - to help identify growth areas
2) Idea Creation Session - to turn your opportunities into reality
3) Overnight Idea Tripling - our experts take your top ideas farther
4) Optimization - idea development continues with fresh inspirations
5) Qualitative Consumer Work - will gain rapid feedback we will instantly use
6) Quantitative Merwyn Research - to ensure you're working on the best ideas
“It’s like a day at the idea spa” - Consumer Insights Director, Kraft
“I’ve been doing this for more than 13 years. Quite frankly, I didn’t think I had any more ideas in me…but today proved me wrong. I had more great ideas today than I’ve ever had!" - VP of Product Development, Pepsico
How does it work?
Eureka! Concept Accelerator projects can be run at the Eureka! Ranch in Cincinnati, Ohio or at the location of your choice. And, we can be ready with as little as two weeks notice! We'll work with you in advance to learn where you are today and the type of research and insights you have. We will then supplement and add stimulus where needed. We'll create a custom session, add in a few of our innovation experts, and work with you for 3 days to create, optimize, screen and prioritize your ideas. We'll wrap everything up with a final recommendation that covers your results and the progress you've made. Basically, we work hard and worry about the details so you can focus on the stuff that matters – creating ideas to grow your business!
What do I need?
Ideally – a cross-functional team of 12-16 people who are excited about the business and want to help create the future. If not, we're happy to have warm bodies who are willing to give it their best! And, when we say cross-functional we don't mean multiple marketing people – we mean R&D, Finance, Legal, Regulatory, Sales, Operations and Marketing. Your success is too important to be left to one division!
Before your project we'll need a few hours of your time to get up to speed on your needs, your objective and what success looks like. We'll then get everything set for your session including the creation of a custom web site you can share with your team, making logistics a snap. Then we will gather for 2-3 days to create hundreds of rough ideas and a final collection of 12-15 testable concepts. These will be tested and optimized with consumers and Merwyn and the results will be shared during your final report delivery, which takes about three hours. (Net...total time commitment is less than 100 hours!)
What's next?
One call and one proposal. It's that simple. We are ready, willing and able to work with you immediately. We have even worked to create alliances and partnerships that make our services available around the globe. Take our alliance with AC/Nielsen BASES, for example. It's the only alliance of its kind and it integrates concept development and testing seamlessly – saving you time and money! Click here to get a proposal now!
