The Triad™ Process: Transforming strategic thought
into creatively powerful positioning
Cost approximately $50,000
Our unique process utilizes the consumer, our expertise, and your category knowledge to create powerful positioning. This represents the evolution of research and creative techniques that formerly were applied separately. Our process establishes the environment for strategic and creative thinking to occur simultaneously.
Step One: Proposal
A specific plan of action is outlined to meet your objectives, including costs and timing.
Step Two: Backgrounding/Ideation
All external and internal information is reviewed, discussions are held with key members of the new product/positioning team, and possibly a formal CenterStorm session.
Step Three: Concept Crafting
Several distinct positioning concepts are crafted and reviewed with the client before exposure to consumers.
Step Four: Triads with Target Audience
Triads (3-person groups) are conducted with carefully screened, articulate consumers from the target audience. Triads are co-led by a process leader and creative leader, whose function is to go underneath surface responses to uncover consumer insights and motivating communication. The positioning concept stimuli are immediately built upon, refined, and discarded during and between the one-hour sessions. Triads are dynamic and iterative, with each building towards an even more precise positioning for the product or service. Typically, 8 Triads are held over a two-day period.
Step Five: One-on-One Communication Check
Twelve quick interviews are conducted with consumers from the target audience to check the concept board developed in support of the new positioning. This concept board becomes the stimulus for quantitative evaluation, as well as the means for disseminating the new positioning to internal and external team members.
Step Six: Report of Findings
A final report of findings in the form of a Power Point presentation which includes a creative brief is presented 2 to 3 weeks after completion of the One-on-Ones. This is usually done via teleconference but can be conducted on site, if you wish.
