Create: Kitchen Cleaner

To take a new kitchen cleaner concept from bare bones to finished idea, a qualitative study was needed.


MMR created online Developer Groups, utilising both bulletin boards, online survey technology and interactive media to present initially different outline concepts in day one and develop these in day two, with further co-creating over the course of a few days


By refining ideas with the same set of consumers, MMR were able to present two finished, market-viable concepts in the space of a week.


The client focussed development on these two concepts, saving time and money that would likely have gone into several rounds of traditional qual.


The products launched a year later and have helped drive brand growth in the category ever since.

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