Innovation is the motor of success – that sounds very promising but it is easier said than done. However, in many companies innovation  is still not a structured process.

With its online innovation process Dialego delivers an integrated, accelerated approach from idea generation through to the launch. In only twelve weeks new product ideas are co-created together with the consumers.

The Dialego innovation process is based on the so-called Stage-Gate-Process by Cooper. The „Gates“ mark important milestones where the participants have to decide whether to pursue certain ideas, concepts or products.


An overview of the phases and gates:  

Phase 1: Idea Generation
We develop ideas together with the consumers. The ideas are then collected and drafted as Idea Boards by Dialego. Our illustrator then visualises these ideas in form of a sketch.
Gate 1: Our customer selects the Idea Boards which should be filtered for the next stage.

Phase 2: Idea Filter
The strengths and weaknesses of the product ideas become clear. With the help of the VisualConceptMapping consumers can evaluate the selected product ideas.
Gate 2: Our customers decide which product ideas are technically feasible and can be used in the concept phase.  

Phase 3: Concept Refinement
Selected concepts are now refined, together with the consumers, over several sequential steps. A detailed diagnostic helps with the redesigning and structuring of the content.  
Gate 3: Our customer decides which concepts should be filtered through a detailed, quantitative target-group screening.

Phase 4: Concept Fit to Target
The concepts are tested quantitatively in the target groups.  The most promising concepts are identified based on KPIs (Key Performance Indicators) and benchmarks. Furthermore, important information is gathered on pricing (PSM) and Portfolio improvement (TURF).
Gate 4: Based on the results our customer develops a business case, in order to decide which concepts can be used in the Pre Market Phase.

Phase 5: Pre Market FutureMarket
The market potential is tested in a „virtual“market environment.  The FutureMarket Shelf Test delivers important findings with regards to market impact, gain & loss und sales volume.
Gate 5: Our customer decides which of the strongest concepts will be developed as a prototype and will enter the Home Experience phase.

Phase 6: Pre Market Home Experience
Consumers test the products at home and give their feedback on their experiences. Product characteristics such as scent, taste, packaging, consistence and future purchase behaviour are evaluated and thus provide valuable information on product quality and repeat purchase rates.
Gate 6: Our customer decides which products should be launched.  

Phase 7: Real Market Launch
The first shoppers evaluate the product. Weaknesses in the design become evident.  
Gate 7: Improvements to the product are initiated.

The Dialego team of research experts will accompany you through all the stages of your innovation process and will always be available to advise you in all decisions.