Build Winning Innovations · Capability 02
Proposition Development
Develop forward-thinking propositions that align with market trends and consumer needs, then refine them with target customers.
Questions this answers
- ?What exactly should our new offer promise, and to whom?
- ?Which of our proposition options is most compelling?
- ?Is the benefit clear and believable to target customers?
- ?How should we position this against existing alternatives?
Overview
What Proposition Development gives you
Proposition Development turns early ideas into clear, compelling offers. Innovation strategy work develops forward-thinking solutions that align with market trends and consumer needs, and we help define exactly who the proposition is for, the need it meets, why it is better, and why consumers should believe it.
Propositions are developed iteratively. Qualitative sessions explore understanding, appeal and credibility, and wording is refined between rounds. Quantitative checks then compare alternatives on key measures, so the propositions that progress have been shaped by target customers rather than decided purely inside the organization.
Methodology
How we approach it
Territory definition
Opportunity areas and consumer needs are translated into proposition territories with a clear target, insight and benefit.
Iterative qualitative
Focus groups and IDIs across successive rounds test understanding, relevance and credibility, refining wording between each round.
Quantitative screening
Monadic or sequential monadic testing compares propositions on appeal, uniqueness, believability and purchase intent.
Proposition optimization
Diagnostics identify which elements to strengthen, and a final proposition is recommended for concept development.
Deliverables
What you receive
- Proposition territories
- Refined proposition statements
- Qualitative diagnostic report
- Quantitative screening results
- Recommended proposition with optimization guidance
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