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Doyle Research's ideation really put a spark into our own internal processes. We're still using the tools we got from that experience.
Susan Kennedy Global Mgr, Adv Consumer Research, Automotive Systems Grp, Johnson Controls,

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Kideation® Case Study

Heinz approached DRA with the following challenge: How can we increase kids’ loyalty to, and use of, Heinz Ketchup?

Kideation® Case Study

Heinz approached DRA with the following challenge: How can we increase kids’ loyalty to, and use of, Heinz Ketchup?

DRA recommended a series of Kideation®hybrid groups, utilizing our creative pool of 4th-6th graders. Half of each session was devoted to evaluating ideas already in the Heinz pipeline, and half was devoted to engaging the children in brainstorming new ideas for consideration. At the conclusion of the research, a Team Navigation® session was conducted with clients to identify themes and ideas with the highest potential for new product development.

As a direct result of kids’ input, Heinz developed a new product—Heinz EZ Squirt—which comes in a fun, kid-friendly bottle in both traditional red tomato and new Blastin’ Green colors. It was introduced in October 2000.

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