Deconstructing: Existing products or services are deconstructed into fundamental attributes such as: why-to-buys, features, benefits, configurations, structure/form, delivery systems, and packaging. The Deconstructing exercise is conducted across the brand and also across the category.

Re-Framing & Re-Constructing: We Re-Frame and expand attribute possibilities from the consumer’s perspective through in-depth proprietary marketplace explorations and Consumer Core Driver exercises. Multiple concept possibilities are then Re-Constructed leveraging/mixing high-potential attributes created in the Re-Framing phase.

Perfecting: We synthesize and re-create Phase-2 concept arrays through additional consumer perspective exercises: Deconstructing, validating and prioritizing concept attributes: features, benefits, configurations, formulations/functionality, ingredients, messaging, and packaging. Depending on the project scope, we may also use proprietary Consumer Rapid-React methodologies to further perfect and validate concept attributes/configuration, components/ingredients, messaging, and packaging.