MARYVILLE, Tenn.--()--This year’s Qualitative Research Consultants Association conference in Montreal will feature a session on how to unearth precise customer insights by melding together both individual and social creativity in unique ways – specifically, by using online qualitative research, kindergarten art supplies and traditional focus groups to fill the product pipeline.
“Your brand fans see their feedback in the design of your products, and brand affinity is significantly strengthened.”
DenTek, a national leader in oral care products, will partner with Bryant Research to present its team’s case study on Friday, Oct. 5, 2012, with techniques that utilized the online research environment to kick-start the product ideation process.
The team’s approach also helped structure the client marketing team for maximum benefit during the data collection process and quickly produced presentation-ready ideas for a corporate leadership team who typically look at decision-making through a quantitative lens.
Charlotte Havely, DenTek’s director of marketing, and Rebecca Bryant of Bryant Research, will present highlights from their collaboration, which included 36 consumers, three days of online interaction and three hours of face-to-face focus groups to generate more than 50 product prototypes in less than three weeks.
“When you have a consumer base that is highly engaged with your brand, it’s critical to unlock the best path toward involving them in your product development,” said Havely. “Your brand fans see their feedback in the design of your products, and brand affinity is significantly strengthened.”
According to Bryant, tapping into the right customer qualities for this type of research is essential – but can be an elusive process without appropriate methods.
“Quickly developing ‘creative consumers’ is one of the first – and most cost-effective – steps,” Bryant said. “We involved participants in a hands-on process where they actually demonstrated their needs and generated tangible prototypes.”
DenTek is a national leader in oral care products found in retail stores nationwide, such as Walmart, Target, Walgreens, CVS, Kroger and others. DenTek focuses on providing innovative consumer products, including floss picks, interdental brush cleaners, and dental guards, among others. Visit www.dentek.com or call (800) 433-6835 for more information.
About Bryant Research
Based in Knoxville, Tenn., Bryant Research provides custom, proprietary research to clients across a number of industries. Bryant Research has produced award-winning market research employing a custom blend of quantitative and qualitative methods. www.bryant-research.com