Cadbury Kent - Turkey
“We worked recently with TDI on an ideation session on one of the most important categories in our portfolio. A successful ideation session starts with the right preparation. Anerie put a lot of effort in making sure that the preparation was done correctly. She helped us to understand what our objective was, as well as what the task was that we had to accomplish. That proved to be very important and kept the team focused and allowed us to go in depth.
The technique TDI uses proved to be productive and helped us to think out of the box. It achieves this, because it does not ask participants to synthesize ideas from the beginning, but breaks the task into hundreds of elements, which is important for the consumer, trade etc., and then uses these elements to come up with distinctive ideas that also have a clear connection to insights.
The results were outstanding. We ended up with more than 100 product ideas in two days.”