Innovation can come from the need to use existing capabilities or utilising new technologies. Marketers however, have the potentially time consuming and costly challenge of “reverse engineering” the proposition; by retrospectively developing a game changing product that will capture the hearts and minds of the target audience.
iHUT is an innovation in in-home product testing.
Firstly, we give consumers the products with no written or verbal instruction as to their intended usage. We are asking them to create the proposition from what they believe is the best fit for the product. Secondly, iHUT leverages technology, via mobile and tablet to capture the intensity of immediate experience. We combine robust quantitative interviews, alongside Be-There; our bespoke “qualitative” research solution allowing consumers to record their actions and views via a mobile device using video, audio, photos and text. This integrated, real-time approach allows us to capture the motivations and usage behaviour at the critical moment before responses have yet been rationalised. |
| |||
|
|
