Client Description
North American supplier of office/document management products.
Background
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The Document Management category had evolved into a commodity with very little branded differentiation.
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Products based exclusively on functionality (hanging folder) rather than on solving a unique consumer need.
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As a result, consumers tend to buy “whatever is the cheapest”.
Objectives
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To step change innovation and identify new solution-based “platforms for growth”.
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Create a pipeline of new products that delivers on unmet or partially met needs in a uniquely differentiating way.
TPG Approach
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A unique combination of quantitative and highly interactive qualitative ideation techniques.
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Ideas were grouped into benefit-based platforms.
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Most promising ideas were transformed into robust and relevant product solutions, tested and validated with consumers.
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Developed a prioritized new product pipeline based on a balanced set of consumer and internal capability criteria.
Impact/Results
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Online Ideation resulted in over 630 ideas.
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7 Benefit-Based Platforms were developed.
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Multi-sensory insight and idea development sessions resulted in 40 high potential new product ideas.
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10 Concepts qualitatively and quantitatively tested.
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Launched 4 new products.
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In-market results that exceeded every goal.