IN VIVO BVA

home > NEW PRODUCT DEVELOPMENT > From insight to concepts > Insights 360°

Insights 360°

Draw inspiration from reality and stimulate the imagination

Intersecting approaches

• 1. Moment of use
• 2. Moment of purchase
• 3. Moment of exchange: co-creation

Innovation, whether it is driven by technology or inspired by customers' needs, can only succeed if it is shaped by relevant consumer insight.


In consumers' daily lives
Innovation is achieved by trying to provide a service to consumers. To do this, base your work on the consumer's experience.
In creative consumers' imaginations
To invent the future, you have to work with committed, motivated pilot users.
To identify a broad range of new inspiring product insights, In Vivo BVA has developed INSIGHTS 360°, three methods bundled together to pick out new ideas from three brand and product areas:

1. CONSO'LIVE

Observation of in-home use

Using Conso'Live, we collect inspiring insight from users' homes. Our observation methods bring out undetected needs and help understand the reasons why consumers begin using certain products.
Specific methods

• In-home observation using mini-cameras (non-intrusive, automatically activated)
• Analysis and interpretation of behavioral data synthesized in specially-designed "Ethogram" charts
• Interviews with semi-leading questions to shed light on differences between what is said and what is really done, plus a look in the cupboards

Results
New product opportunities inspired by:

• specific target groups' practices
• existing product limitations
• possible new uses, consumer habits, household interaction
• possibilities for improving the consumer experience

2. SHOPPER’LIVE

Observing the purchasing act


Shopper'Live gives you a direct look into the purchasing act, since shopper insights can also be a source of new product inspiration.
Methods

• In-aisle observation
• Detailed individual interviews with stimuli

Results
Understanding the shopper's mental framework:

• Decision factors and opportunities for comparison
• Characteristics that convey value, differences with other categories
• Issues related to what is available, how consumers decide when there are no adequate products available

3. CREA'LIVE

Co-creating ideas with innovative consumers

Créa'Live uses the Internet and social networking sites to identify consumers who are interested in or informed about the matter at hand, and who want to make a contribution. People can only be "innovative" if it is something they care about.
Methods

• Participants are recruited by tracking blogs and online communities
• These creative community groups meet up in person

Results

• Understanding the community's values and its vocabulary and identifying launching pads for brainstorming (problems with current supply, goals and dreams, etc.)
• Brainstorming spurred on by selected stimuli