While the Envision phase creates a wealth of rich creative thinking and solutions, the Activate Phase allows us to refine and optimize our collective ideas to develop the most compelling way of communicating the future opportunities. Our goal here is to maximize the visual/verbal potential of the most compelling and viable approaches generated. Each concept is visually and verbally optimized – a tight and clear expression of the compelling opportunity will help determine the most viable directions. For many clients, we are bread boarding product concepts or developing working models to bring into research. In some instances, we’re fast-prototyping a concept to help develop the proof-of-concept. For others we’re delivering a visual and verbal interpretation of the concept, platform or idea. These are multi-sensory deliverables with rich consumer narrative, sound, and visual language where each approach has a rationale and data to support the opportunity. Dimensionalizing through visual language, consumer narrative, 3D models, etc., creates a rich and textured conceptualization for consumer consideration and validation.
In our Activate Phase, we also validate each of the concepts with end-users. Our team can utilize any number of research techniques but our preferred methodology is a hybrid of Qualitative and Quantitative Research. Quantitative research provides the numeric justification for moving forward with a concept into commercialization. While the qualitative research aspect provides the insights behind the answers. Understanding why a consumer or end-user does or does not like a concept can help minimize challenges in commercialization.