Creative concept development in a cross-functional team
Even though technology and tools make our daily work, often still from home,almost seamless, the creative radius has become noticeably smaller - Germany's innovative minds are stewing in their own juices at home. rheingold noticed an uptick in demand for digital labs, which explore and improve ready-to-implement concepts in an agile process with a cross-functional client team and consumers. Before the pandemic, these labs would only rarely, purely digital and, if possible, hybrid settings are now in demand and are being successfully implemented.
In just one or two days of condensed teamwork, creative juices flow at full speed: The concept ideas are tested for their relevance in parallel in focus groups and in-depth interviews and iteratively optimized to meet the sometimes unconscious needs of consumers.
In times when we are sorely lacking events both privately and professionally, the labs are not only a way to get well-founded and psychologically tested insights around a brand, but also fuel dynamics,elicit the joy of – joint creation and strengthen team spirit.
Whether verbal or positioning concepts, communication ideas or product innovations - our clients provide initial ideas or raw material and, supported by our psychologists, leave the rheingoldLab with concepts ready for implementation. The participation of various client stakeholders also accelerates development, as expertise from departments such as R&D can directly flow into the optimization of the concepts.
The deep dive into the emotional-psychological world of consumers has additional advantages: It is not only inspiration for the psychologically relevant optimization of concepts but also deeply informs future marketing measures and offers important insight into the motives and needs of the brand’s key target group.
rheingold offers support for the following research topics:
- Foundational research, psychological market/category and motivational analysis,
- Segmentations, target group analyses
- Customer journey, purchase decision processes, media behavior, touchpoint analyses,
- Advertising impact research and communication optimization
- Image studies, brand core analyses, positioning and purpose development
- Innovation and product development
- Quantifications, driver analyses, conjoint analyses
- Product innovations, product test/tasting/taste test
- PR Studies
Stephan Urlings, a psychologist, is Managing Partner and Head of International Research. His work focuses on market and impact analyses in the areas of consumer electronics, online media, energy and finance.
Tel.: +49 221-912 777-18
E-mail: urlings@rheingold-online.de
