Identifying winning ideas on a tight timeline using accelerated learning labs®
The CHALLENGE
A cleaning products client needed a new strategic innovation to drive brand share – with only five weeks scheduled to deliver a recommendation. In that tight timeline, the client team was looking to develop a fully baked, complete product. For a rapid-paced deep dive, Burke conducted an Accelerated Learning Lab®, leveraging a multifunctional team to, first, explore ideas quantitatively, and then qualitatively in smaller groups. This helped the client move their idea to action faster by efficiently optimizing concepts using real-time insights.
ACCELERATED LEARNING LABS®
Accelerated Learning Labs® are a mixed method means of exploring, testing, and optimizing ideas via consumer input. Burke creates the ideal learning lab environment (in-person or digital) where you and your team can explore ideas organically and use real-time consumer feedback to inform your decisions.
The APPROACH
The iterative flow of an Accelerated Learning Lab® is a natural fit for working on a tight timeline. Participants first engaged in a quantitative survey, processed in real-time, which allowed targeted participants to be pulled immediately into qualitative interviews – further illuminating the quantitative results. The client team was then able to iterate and re-test within the same day because of this dynamic, multi-layer approach. Upon completion, a better sense was gained on the appeal, functionality, perceptions, preferences, brand associations, concept territories, barriers, drivers, and the competitive landscape for the tested concepts.
The OUTCOME
By deploying an Accelerated Learning Lab®, Burke focused efforts into a single day of real-time learning that moved the client team to action faster than the eight-month-long traditional approach. The winning components were strong in critical areas relative to competition and worked together to create a solid overall concept. Ultimately, Burke provided the client with confidently vetted ideas ready for in-market success in just weeks, not months.
FEATURED CASE STUDIES
