“One of the most difficult areas for a client managing a brand innovation or npd project is ensuring that all those involved feel that their voice is being heard”, says B7 Innovation founder Paul Tidmarsh. “Using the traditional concept board approach in focus group research means that you have typically six areas which can be explored, and potential different angles within these themes can’t be expressed – this can lead to frustrations within the business where favourite ideas are excluded from the research for lack of space. Getting buy-in from all parties can be problematic.”
This is where B7’s Adcept methodology offers a clear advantage. “Our approach is different – we start by letting the consumers narrow down the areas that they find most interesting, then we look at these themes from multiple angles” says Tidmarsh. “We show up to 80 different Adcepts to a research group, which means that there is room to include any idea that a member of the team feels particularly strongly about. Each area has a number of different expressions to ensure it’s not overlooked without giving it its best shot.” Because of this, every person/department/region/agency feels that their input has been given a fair crack of the whip and winning ideas are recognised as being genuinely the areas of greatest opportunity.
Showing so many Adcepts to a group often surprises new clients. “It seems counter-intuitive but to isolate the precise areas of opportunity you have to look at it from multiple angles. This is a key difference in our methodology” says Tidmarsh. “We both widen the funnel and explore ideas to a level of detail impossible with traditional research approaches. This not only removes internal politics from the equation, it also gives the richness of information needed for confident brand development and communication strategy.”