Our client needed to determine the market potential of a new product for a tightly defined target audience of men. Conventional approaches just wouldn't work in a cost effective, yet accurate manner. We developed a unique approach to meet the business needs, designed the information gathering tools that both defined the potential of the new concept and assessed the ability of the new product to deliver on the promises of the concept.

We were exploring a new concept that potentially addresses some of the more trying aspects of "elderescence". We looked at the big picture and determined that conventional approaches just wouldn't deliver our needed information. We approached the issue by bringing the information gathering to the stakeholders and as a result successfully defined the way in which our client can build a social marketing tool to foster communal involvement and commitment to a novel Naturally Occuring Retirement Community (NORC).

Our client had a very narrow window of opportunity open to fine tune the design for a new household appliance. No time for a full-scale study but time enough for a highly focused effort to define the parameters that would maximize consumer appeal. We launched the study using a broad range of novel interviewing and analytic tools. As a result we clearly outlined the design specifics that were used to refine the product in it's successful market launch.

New technology has been driving this particular category at an accelerating rate. In addition, the current technology requires a massive investment of infrastructure to deliver the end result to the consumer. Yet, we needed to determine what needs to be focused on in communicating this new concept to consumers. We sorted out the parameters of the business proposition and used these parameters to assess the trade-offs consumers are making in determining their interest in acquiring this new technology. The challenge was HOW to present the information to consumers so they would understand it. We met the challenge and the technology is being successfully marketed.