Corporate Image and Reputation | PR Effectiveness Measurement | Service Effectiveness Monitor (SEM) | Image Diagnostics | Diversity Research | PowerGroups | Taste Labs
in a matter of weeks, your
product concepts are brought
to operations development level
finish, including the product
description and rationale, consumer
benefits, emotional and rational
appeals as well as the hard elements
of package design, industrial
design, and product formulation.
What is it?
PyramidBuilder™ is a 3-step
program that identifies
ideas with the greatest potential, and brings those
ideas to life.
The Starting Point
We begin with up to 15
new product ideas at any stage of development
from a one phrase description,
a paragraph of text, to finished product. PyramidBuilder™
which ideas have the greatest
potential and take them to operations
development level finish.
Level 1 – Dimensional Sorting Groups
Developing the Intellectual
Qualities of the Product Ideas
All ideas are brought to an equal
level of development and comprehensibility to be given a fair
chance in an
- Focus groups add substance to
the ideas. Their rationale, benefit,
and reasons for use are brought
to life in the Dimensions Sorting
- Those focus groups find the
products' intellectual basis or
qualities needed to drive the
purchase. The product is “longer lasting”, “faster acting”, “more
fun for kids”, ”best engineered”.
- The focus groups determine the
sorting dimensions or criteria.
For example, it must “be innovative’, “fulfil
an unmet need”, “be an acceptable brand extension”, “be
- The ideas are sorted or evaluated
and the ideas that are most promising
are brought to the
next level of
Pyramid Level 2 - Ideation Mini Groups
Developing the Emotional Appeals
of the Product Ideas
Ideation Mini groups (4 person
groups) are conducted to further
develop the product concepts. Each mini
group chooses four preferred concepts
and creates a story around their
preferred ideas. The “story” includes
descriptions of the users, usage, locations, feelings, settings,
and the emotions
that surround the concept.
“ Stories” are presented expanded and evaluated until the most
important concept themes emerge.
These go the next level of research and development.
Pyramid Level 3 - Designer Triads
Developing the Product Qualities
Designer triads are 3-person (consumer)
focus groups, plus a design professional,
moderated by a senior moderator.
The Designer Triads turns the winning concepts into
(nearly) finished products, ready
for operations to develop. The designer
might be a graphic artist translating consumer's words
into visuals, colours, and other
appropriate package elements. The
designer might be a food technologist, turning consumers’ expressed
needs into formulations. The designer
might be an industrial designer, sketching out industrial designs
or keeping the consumers on track
ensuring that they ask for feasible
The outcome is two or three concepts
that are ready for operations to
Who Should Use PyramidBuilder™?
Marketing and New Product Innovation/Product
Development Teams who want to fast
track the development process.
Wed love to tell you more.
Please call David Kay or Nancy Siller