Co-Design! Zero to Final Specification in Three Days: Rapid iterative insights building perceived value into products

David Lundahl, Menexia Tsoubeli

This paper details a study by Campbell, the food manufacturer best known for its soup, that aimed to solve the problem in product innovation and marketing of how to accurately and quickly translate a brand's promise through a product concept into a product specification.

Co-Design! Zero to Final Specification in Three Days: Rapid iterative insights building perceived value into products

David Lundahl, Menexia Tsoubeli

Introduction

One of the most challenging problems in product innovation and marketing is how to accurately and quickly translate a brand's promise through a product concept into a product specification. This case study provides an innovative solution to this problem.

Many benefits, especially higher level emotional benefits, are difficult to be translated into the sensory qualities for a product specification. This is especially true with complex products such as soups that have many potential ingredient combinations. Consumers often find it...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands