03.2 · Build Winning Innovations
Proposition Development
Turn insights and ideas into sharp, compelling propositions — with the right benefit, reason to believe and price — ready for testing and launch.
Insight
Questions we help you answer
- Q1
What exactly are we offering, to whom, and why should they care?
- Q2
Which benefits and claims are most motivating and believable?
- Q3
How should the proposition be positioned against alternatives?
Methodology
How we approach it
- 1
Build
Write proposition options from insight: target, need, benefit and reason to believe.
- 2
Explore
Discuss options with consumers to refine language and relevance.
- 3
Optimise
Test benefit and claim combinations to find the strongest mix.
- 4
Finalise
Deliver a proposition ready for concept, pricing and launch planning.
Methods we use
- Qualitative refinement
- Claims testing
- MaxDiff
- Concept development research
Deliverables
What you get
- Proposition options
- Benefit and claim testing
- Optimised proposition
- Positioning recommendations
Case studies
Case studies are on their way.
We're preparing published examples of our proposition development work. Ask us for relevant experience in your category — we're happy to walk you through it.
More in Build Winning Innovations
- AI-assisted Co-Creation WorkshopsBring your teams and consumers together — with AI as a creative partner — to generate and shape new ideas quickly around real needs.
- Concept & Creative EvaluationTest concepts and creative before you launch — to understand appeal, clarity and likely impact, and to make them stronger.
- Product & Pack DevelopmentMake sure the product delivers on its promise and the pack wins at shelf — through product testing, sensory research and packaging evaluation.
- Neuro-enabled ValidationAdd implicit and non-conscious measures to validation research — to capture reactions people can't or won't put into words.
Talk to us about Proposition Development
Tell us about the decision in front of you and we'll recommend the right design, sample and timeline.