As an R&D facility, we help companies develop new products. With a new R&D project, we wanted to deeply connect with the target audience. Especially because the product is addressed to kids whose preferences, culture and perceptions are very different from us, grown-ups.
To go beyond traditional interviews and focus groups we designed a special workshop that allows us to connect with consumers and engage them in co-creating the product.
During the workshop, the participants were divided into groups, each group discussed the consumption of snacks with facilitation of a moderator. The discussion was arranged more like a chat to help the kids get acquainted, have some fun and gain confidence in new settings. Though the discussion was intended to be an icebreaker, still it allowed to find a number of great insights. After the discussion, facilitated by moderators the teams started developing their own snack concepts with vocal discussions between team members.
Each team pitched their snack concept and with support of Mabius experts went on to create real prototypes. At the end of the workshop, each team presented its prototype and voted for the concepts and prototypes they liked best.