Outcome

The results speak for themselves. Insights managers have become integral players in Beiersdorf's New Concept Development process, offering invaluable consumer insights and practical recommendations at every stage. This transformation ensures that only top-notch concepts advance to the final stage, where they perform exceptionally well in tests. Promising ideas receive dedicated attention and refinement, while weaker concepts are swiftly identified and eliminated during the screening phase.

Solution

Fastuna stepped in with a proactive approach that reformed Beiersdorf's concept development process. Fastuna redesigned the process, developing custom standard screening solutions tailored to Beiersdorf's unique business needs in just three months. So what is the fundamental difference between then and now? Insights managers used to merely validate final concepts, but now they are actively involved in the process right from the initial stages of concept creation.

Challenge

Beiersdorf faced a significant challenge when their insights managers consistently received unfavourable test outcomes for new product concepts. This led to mounting frustration within their marketing and product teams. Countless resources and efforts had been invested in development, only to end up with missed deadlines and the daunting possibility of restarting the entire process.