Generating NPD Ideas
Background
Beauty market in Indonesia is highly influenced by trend. Awareness to trend is mostly triggered by celebrity and then popularized by KOLs. Trend adoption journey is becoming faster than before; thus, our Client put priorities on developing new innovations which relevant to their target market.
Objective
What wishes and needs do consumers have and how can we refer to their thoughts in order to create the next beauty product innovation?
Challenges
Client has very limited budget but wish to get various responses from wide-arrays of segments. Based on discussion with Client, we decided to set-up online research community to meet the objective. Various segments are able to be catered within a more efficient timeline and budget.
How We Do It
Prior to interviews, research participants completed their digital diary to capture their various activities with their communities by joining the Recollective platform.
During the digital diary exercise, we asked them to submit a combination of images and written responses.
Through the digital diary, we reveal how ‘a day in the life’ of the group member is like, and use it as a basis for discussion during the interview sessions.
Solution
Applying story-telling approach, we are able to capture real interactions amongst community members, which revealing values derived as well as identifying some key potential areas which helps Client to generate some ideas on how they should take role in the future.