International online workshop with experts in the area of “oral care” in cooperation with MAM Babyartikel GmbH
MAM, a global childcare article manufacturer, wants to develop new products in the area of “oral care”. For this purpose an online workshop with international experts from the five most important key markets has been conducted on the GIM online platform GIM Connect. On the basis of a generated basic product understanding, the experts were able to optimise the current products and also create ideas for new product innovations.
Thanks to the online study conducted by GIM we were able to generate important input for our product development as fast as possible. Many thanks for the inspiring cooperation. We are looking forward to working together with GIM on further projects in the future and to continuing our fruitful cooperation.
Ms. Veronika Fasching – International Market Research Manager
It was important to the customer that international experts from different countries worked together on this project. Additionally, the aim was to generate the results as fast and as precisely as possible in order to accelerate the product innovation process.
For this purpose, GIM’s online specialists suggested a multi-modular online workshop with experts (all English-speaking in order to enable a consistent communication). On the modular online platform GIM Connect, the experts were asked to use different techniques and methods and combine them: interactive-collective modules (forum, online focus groups) as well as individual-personal (drawing exercise) modules.
The core was module 1: an online forum with different topic areas in which experts were encouraged to talk about their daily experiences in their practices. Due to the target group-specific requirements of the (working) experts, the module focused on asynchronous data collection methods that enabled the participants to write their comments into the forum at whatever time of the day they wanted (this was particularly important in respect of the different time zones). One topic area was mainly dedicated to the basic understanding of the product category (U&A) which was the basis for the product evaluation that followed. Apart from that, there was also a topic area in the forum dedicated to the collection of ideas.
In order to get a clearer understanding of possible product innovations each expert was assigned an individual task to simply and quickly draw their ideas with a special tool.
In order to be able to better evaluate the aspects discussed and to derive recommendations for actions, the core topics were discussed again in a concluding online focus group.
The online expert forum gave the client input about the product understanding on an international level and enabled the development of actual optimisations. In addition, new ideas were generated which will now be further developed by the client. In this respect, the actual drawings that were created by the experts with the GIM Connect drawing tool presented a valuable input.