The Challenge:
A global category leader in personal care products wanted to identify and prioritize new consumer product opportunities to complement mature product lines. The process needed to address both current and new markets. With (literally) hundreds of potential markets and thousands of new product ideas, the client needed to:

• ground ideation from a consumer perspective,
• develop processes and tools to capture market information, and
• develop a prioritization process to ensure focus.

Specific innovation tools and processes were developed, piloted and embedded into the organization:

• Project management
• Tailored innovation pipeline process
• Primary and secondary market research processes
• Market attractiveness screening tools
• Consumer based ideation techniques
• Internal capabilities analysis
• Valuation and new product modeling
• Portfolio screening and prioritization

The Approach:
The overall project was organized into five teams, each focused on a major market sector. Market Edge led a series of activities to help the client understand each market sector, generate product and service ideas, and evaluate and prioritize the potential of each opportunity. Once sectors for opportunity were identified, consumer based ideation techniques were used to further define product concepts.

The Outcome:
Thousands of product and service concepts were evaluated and prioritized. The highest priority opportunities were developed through consumer launch. Innovative processes were institutionalized in the client's organization and now contribute to a steady stream of new products and services.