This workshop model has been developed by The Advantage and is proven to drive forward NPD and ‘up-river’ product propositions. We use specially selected locations to provide the right environment for creativity and idea generation, often with an element of client and consumer interaction. We then return to the more traditional viewing facility set up to test what has been gathered.
ECV stands for Exploration, Crystallisation and Validation, representing the ideal flow of a workshop which, from our perspective should be:
Exploration:
meaning a wide ranging and fundamental exploration of all the territories, attitudes and issues relevant to the research objectives.
Crystallisation:
meaning the condensing of material from the exploratory phase into coherent and relevant ideas and concepts which can then be formed into stimulus for the validation stage.
Validation:
meaning the evaluation and refinement of stimulus developed from the previous phases. This phase identifies the strongest ideas to emerge along with an informed strategy, in order to realise them.
