Case Study : Co-Creation Strategic Development workshop
|At short notice, Compass was asked to conduct research with people living in different types of communities; including rural and urban locations. The objective was to understand their living environments and develop a number of brand propositions that could enhance their lives and brand use.|
A dynamic methodology was designed, enabling critical concept testing to be undertaken amongst this very specific target audience. compass worked with the brand and insight teams to develop the propositions and stimulus for use in a number of Co-creation workshops facilitated by Compass, each involving 28 respondents and 4 moderators. Four clients attended each workshop and were able to engage with respondents directly throughout.
Respondent completed an extensive pre-placement task prior to attending the workshop; each creating an image / mood board to help us visualise their own local community.
This innovative and dynamic approach resulted in highly engaged respondents and clients who were fully submerged in the insights. Compass Director delivered the insight and recommendations to the business through a consultative process, supported by PowerPoint slides and Vox Pops filmed on location.
The brand teams are currently refining the final concept which will directly contribute to the strategic direction of the business during 2014.
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