What is brandDelphi™?
brandDelphi™ is an online idea generation tool designed to solicit a wide range of ideas and to identify the strongest ones, based on their importance and relevance.
It is a proprietary tool that incorporates elements of both qualitative and quantitative research approaches. It focuses on obtaining input from respondents in their own words. brandDelphi™ provides insights that are the equivalent of multiple focus groups, but eliminates the well-known “Group-Think” dynamic which naturally occurs in groups.
brandDelphi™ can address these types of questions (in consumer language!):
- What do customers, former customers and prospects think about my products or services?
- In what areas does the product/service need improvement?
- What are some ideas for improvement?
- How can I best position my product/service?
- What motivates someone to purchase my product/service?
The benefits of brandDelphi™ include:
- The creation of a large number of ideas in a fairly short amount of time
- The iterative design means participants can build on each other’s ideas
- It provides direction for further idea development
- It allows for team participation…both internal and external audiences if desired
- It is anonymous…ownership of an idea does not matter or influence others’ reactions
- It facilitates buy-in by the organization
The brandDelphi™ process utilizes two metrics:
Importance: The importance metric is a “stated” measure that is based on response to the test questions. It is measured on a nine-point scale and reported as an arithmetic mean.
Relevance: Relevance is determined by a “derived” measure that is based on the number of times that an idea is selected versus the number of times that it is exposed. It is reported as a percentage.
- Consumers are invited to dialogue’ online around specific scenarios
- They express their ideas and review the opinions of other consumers
- The system retains the most promising ideas dynamically –the ideas are classified according to their importance and relevance among consumers
When do you use brandDelphi™?
In general, brandDelphi™ is a useful tool when you feel you do not know enough and are seeking a deeper understanding or want to increase the quantity of ideas under consideration.
brandDelphi™ brings external audiences (eg: consumers, customers, client organization, salesforce, etc.) and their unique perspectives into the brainstorming process.
Examples of projects where brandDelphi™ offered insights:
- How would owners of a PC describe the perfect PC? Insight was used by a leading technology products manufacturer to guide product development and innovations in service and support.
- What are the most frustrating aspects of cleaning your house? Used by a leading household appliance manufacturer to identify unmet needs.
- What are the key elements of an ideal vacation experience? Used by a timeshare provider to design a membership package.