Voodoo Research & Consultancy’s approach to stimulus in creative development work is impressive…
Their project needed to identify the right positioning route for Lurpak’s pan European ad campaign.
They developed concept boards which followed the standard insight, benefit and reason to believe format. However, they loosened up the stimulus by developing multiple insights, benefits and reasons to believe sprinkled around their concept board (re-named by them) a ‘web board’.
This approach invites respondents to look for meanings and connections in the board and opens up conversation (rather than encouraging participants to ‘pick’ the right one).
Each web boards was also supplemented with a ‘manifesto’ to reflect its broad positioning, written by creative agency Wieden & Kennedy) to give more poetic evocations of the idea.
My build on this: these web boards could be developed into a digital format that respondents can play around with on tablets. Their own ‘connections’ can be uploaded to the moderator’s master screen so that individual as well as group responses are part of the group mix. (Qual Street’s Streetmate technologist can make this magic happen…)