| Using a structured blend of secondary research, menu data, and
survey feedback, Greenlight™ enables you to: |
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• Determine market needs
• Generate ideas that meet those needs
• Screen those ideas for market feasibility
• Optimize new concepts to be "market ready" |
The Needs Analysis. A critical first step to product development - and one that companies too often skip - is the process of identifying market needs. Depending on your product category and customer target group, this identification process can include.
Ideation. Identified needs are then formulated into new product ideas. Ideas at this stage should be simple and more conceptual - they should focus on the concept itself and ignore specific details such as packaging, formats, or sizes (unless, of course, those details are essential to the actual idea!). Feedback from the needs analysis, menu data, and secondary research are critical tools for generating these ideas.
Screening. New ideas are then screened through a simple process measuring two key metrics: (1) "purchase intent" and (2) "uniqueness." For foodservice concepts, it is also important to measure "operational appropriateness," which is in most cases the key driver of purchase intent. Screening scores are then evaluated against a normative database to determine which concepts move onto the next phase.
Evaluation & Optimization. Passing concepts are then further developed with more definitive descriptions and visual imagery. Feedback from operators and/or consumers determines specific likes and dislikes, key messaging points, potential areas of improvement, while providing a more concrete measure of purchase interest, uniqueness, and appropriateness. The resulting data is used to optimize each passing concept so that it is "market ready" - including an analysis of optimal customer target groups and messaging strategies.
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