In order to identify the potential ways to take into account and to work on in the future development of their brands or products, companies use to organize market research, especially focus groups, to identify the consumer insights and build an innovation strategy using them.

The problem is that if a consumer is asked what he/she would like, the probability he/she could come with a breakthrough idea is low. The consumer will mainly give its opinion on how to improve what exists and not propose things that do not yet exist. The classical focus groups help us to study how to improve the present but not so much how to build the future.

Using creative techniques during the focus group, or organizing specific sessions, we help consumers to bring breakthrough ideas.

It will allow us to find new insights or to redefine unknown insights in order to build strategies that can anticipate consumer needs.

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