Objective:
A major food company selected Fusion Hill to conduct qualitative research to gain consumer feedback and ultimately develop new solutions for busy weeknight dinners.

Methodology:
We conducted a total of sixteen ethnographies in Houston and Minneapolis. Through the research, we identified two key personae “Adventurers” and “Providers” with multiple opportunity areas for future product development.

Consumer Co-Creation:
We then conducted extensive co-creation sessions with consumers to inspire tens of new product concepts against these opportunities.

Concepting Sessions:
We then led ideation sessions internally with our clients to further build on all potential concepts and inspirations. We deconstructed the full competitive dinner kit landscape through cooking, preparation and careful analysis to further refine the opportunity areas and narrow our selection. Our designers and researchers joined forces to design twenty fully-written product concepts complete with original names and packaging renderings.

Outcome:
After reviewing and narrowing concepts based on their current capabilities, our client selected 12 concepts and tested these through focus groups design and moderated by Fusion Hill. Our client is currently refining the recipes and packaging and plans to launch the new product line in 2011.