---
title: "innovation research: consumer-led product design"
description: In this post, we’ll be giving you a taste of how we’re blending PLAYful consumer research with the consultants and toys at Monash Food Innovation Centre to make real innovation happen. The design lab is here to bring your product and packaging ideas to life, all the way from concept to delivery.
image: https://www.playinnovation.com.au/hubfs/alice-achterhof-FwF_fKj5tBo-unsplash-1.jpg
---

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# innovation research: consumer-led product design

[![Arrow Down](https://cdn2.hubspot.net/hubfs/2518731/_PlayMR%202020/Global/banner-arrow.png)](https://www.playinnovation.com.au/blog/innovation-research-consumer-led-product-design#next)

## innovation research: consumer-led product design

by: **[Sarah Kneebone](https://www.playinnovation.com.au/blog/author/sarah-kneebone)**

Innovation is super technical, costly and intimidating, right? After all, there are numerous scary-sounding steps between initial idea generation and your big product launch; and you don’t want to risk stabbing in the dark just to keep costs down.

 

So, you end up having to compromise by taking shortcuts or filling in the blanks using educated guesswork, and this can often leave you wondering: “Will consumers actually buy into my new product?” “Will it look right and function properly in practice?”

 

Well, here’s the exciting part… you no longer need to make that compromise OR risk getting left on the shelf! In this post, learn how we’re blending PLAYful consumer research with the innovation expertise (and toys) at Monash Food Innovation Centre to make real innovation happen.

## ![alice-achterhof-FwF_fKj5tBo-unsplash-1](https://www.playinnovation.com.au/hs-fs/hubfs/alice-achterhof-FwF_fKj5tBo-unsplash-1.jpg?width=900&name=alice-achterhof-FwF_fKj5tBo-unsplash-1.jpg)

## What is the design lab?

 

Put simply, the design lab is here to bring your product and packaging ideas to life, all the way from concept to delivery.

 

Once concept testing is complete (more on the consumer stuff later!), the lab can produce line sketches to help visualise your designs before you even reach the prototyping stage. Following this, 3D prototypes give you the opportunity to fully evaluate your packaging concepts. 

 

The lab is also home to a number of 3D CAD printers which can print marketing mock-ups and packaging prototypes in a matter of hours.

 

Using this technology, we are able to design in real-time and iterate rapidly; creating bespoke, high quality mock- ups, pre-production prototypes, and batch runs suitable for: 

 

- Marketing or consumer evaluation and validation of overall look and feel
- Solid or hollow forms for mould/vacuum formed tray development or validation
- Robust manufacturing line or logistics testing

![kelly-sikkema-o2TRWThve_I-unsplash](https://www.playinnovation.com.au/hs-fs/hubfs/kelly-sikkema-o2TRWThve_I-unsplash.jpg?width=850&name=kelly-sikkema-o2TRWThve_I-unsplash.jpg)

## How does consumer research fit in?

 

If you’re still at the early stages of development, we’ll help make sure your consumers’ wants, needs and pain points are all identified and mapped out. This will be useful in the idea screening process.

 

Once you’ve got that locked down, concept development and testing ensures your ideas are grounded in real consumer insight and feedback. It will also inform and refine the design work for the packaging and POS marketing materials. 

 

When the mock-ups are all ready, we can incorporate Consumer Product Labs or in-home usage testing in order to understand consumers’ interactions with your packaging (and its instructions) at home or in a test environment. (In case you need it, we can also include eye-tracking to gain insights into how shoppers experience and view your products on a virtual shelf).

 

Incorporating research and testing along the journey is what keeps you aligned with consumers’ needs and means your most relevant ideas will rise to the top. Ultimately, it reduces the risks involved in bringing a new product to market, and increases your chances of retail success.![kristopher-roller-PC_lbSSxCZE-unsplash](https://www.playinnovation.com.au/hs-fs/hubfs/kristopher-roller-PC_lbSSxCZE-unsplash.jpg?width=850&name=kristopher-roller-PC_lbSSxCZE-unsplash.jpg)

## What are the benefits of consumer-led innovation and design?

 

Well for starters, this approach means you can meet consumers’ needs and resolve user issues, whilst creating disruptive packaging innovation that will help your product stand out (and win!) on shelf. Pretty neat, huh?

 

The process helps bring your ideas to life in a tangible way. 

 

Prototyping, for example, is a crucial stage in any innovation journey, which should not be overlooked. It allows you to touch, hold and show your prototypes to relevant stakeholders and more importantly, your customers.

 

This stage is crucial to furthering your understanding and eliminating any potential design issues that may not be obvious in the initial design stage BEFORE you invest any more of your precious dollars. The design lab technology also allows you to alter and change prototypes quickly based on consumer or stakeholder feedback.

 

Whether you’re looking to increase your chances of success with NPD, sense-check a risky idea, or test your new product with shoppers; PLAYing with the MFIC Design Lab can help you streamline and speed up the process - setting you up for a win.

![corinne-kutz-tMI2_-r5Nfo-unsplash](https://www.playinnovation.com.au/hs-fs/hubfs/corinne-kutz-tMI2_-r5Nfo-unsplash.jpg?width=850&name=corinne-kutz-tMI2_-r5Nfo-unsplash.jpg)

## Over to you

Looking to bring the future closer with innovation? PLAY partners with the Food Innovation Centre at Monash University to help Australian businesses make innovation a way of life.

Click [HERE](https://www.playinnovation.com.au/about-food-innovation-centre-partnership) to find out more about how we're helping Australian businesses make innovation happen.

[![Watch the intro video](https://hubspot-no-cache-ap1-prod.s3.amazonaws.com/cta/default/2518731/1b3810dd-5ce3-4f36-bb1d-b96c6c94ff52.png)](https://hubspot-cta-redirect-ap1-prod.s3.amazonaws.com/cta/redirect/2518731/1b3810dd-5ce3-4f36-bb1d-b96c6c94ff52)

You can also check out the brochure [HERE](https://www.playinnovation.com.au/hubfs/Assets%202017/PLAY%20&%20Monash%20Food%20Innovation%20Centre%20-%20Brochure.pdf) for a run through of the different innovation services we offer together. Go on, you know you're curious!

---

#### read it, love it, share it.

about the author

### [Sarah Kneebone](https://www.playinnovation.com.au/blog/author/sarah-kneebone)

Sarah is PLAY’s go-to content writer with a passion for marrying creativity and communication with clever strategy. A former marketer with PLAY and for international brands such as QBE Insurance and General Motors, Sarah moved home to the UK to raise her little family and start a health coaching business. Luckily for us, she continues to share her talent for the written word with the team in Australia.

###### ask the author

### categories

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[create a triple win by trying NPD “yes, and” with retail buyers](https://www.playinnovation.com.au/blog/create-a-triple-win-by-trying-npd-yes-and-with-retail-buyers)

[recession proof: ramping up innovation during an economic downturn](https://www.playinnovation.com.au/blog/recession-proof-ramping-up-innovation-during-an-economic-downturn)

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[wins & woes in online grocery shopping: the experts weigh in](https://www.playinnovation.com.au/blog/wins-woes-online-grocery-shopping-trends)

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[The PLAY team’s top product picks for 2024](https://www.playinnovation.com.au/blog/plays-2024-product-picks-0)

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[the art of failing forward into successful NPD innovation](https://www.playinnovation.com.au/blog/failing-forward-into-successful-npd-innovation)

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[get to market faster with innovation sprints](https://www.playinnovation.com.au/blog/get-to-market-faster-with-innovation-sprints)

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## [busted: what consumers really think about popular product claims ![Arrow](https://www.playinnovation.com.au/hubfs/_PlayMR%202020/Solutions/arrow-left.png)](https://www.playinnovation.com.au/blog/what-consumers-think-about-popular-product-claims)

## [retail trends 2020: a COVID-19 Christmas ![Arrow](https://www.playinnovation.com.au/hubfs/_PlayMR%202020/Solutions/arrow-left.png)](https://www.playinnovation.com.au/blog/retail-trends-2020-covid-christmas)

## [our top 4 tips for running a remote innovation sprint ![Arrow](https://www.playinnovation.com.au/hubfs/_PlayMR%202020/Solutions/arrow-left.png)](https://www.playinnovation.com.au/blog/running-a-remote-online-innovation-sprint)

## [hey Google, how do I use a smart speaker to enrich consumer research? ![Arrow](https://www.playinnovation.com.au/hubfs/_PlayMR%202020/Solutions/arrow-left.png)](https://www.playinnovation.com.au/blog/how-to-use-smart-speakers-for-consumer-research)

## [how to find your product's sweet spot with rapid sensory research ![Arrow](https://www.playinnovation.com.au/hubfs/_PlayMR%202020/Solutions/arrow-left.png)](https://www.playinnovation.com.au/blog/how-rapid-sensory-profiling-can-help-you-find-your-sweet-spot)

## [top natural trends for 2020 ![Arrow](https://www.playinnovation.com.au/hubfs/_PlayMR%202020/Solutions/arrow-left.png)](https://www.playinnovation.com.au/blog/natural-trends-2020)

## [gen z to boomers: how to market to every age ![Arrow](https://www.playinnovation.com.au/hubfs/_PlayMR%202020/Solutions/arrow-left.png)](https://www.playinnovation.com.au/blog/how-to-market-to-every-age-report)

## [the future looks rosé: top alcohol trends in a pandemic ![Arrow](https://www.playinnovation.com.au/hubfs/_PlayMR%202020/Solutions/arrow-left.png)](https://www.playinnovation.com.au/blog/alcohol-trends-and-tips-for-a-post-pandemic-world)

## [video: all you need to know about in-home product testing in 3 minutes ![Arrow](https://www.playinnovation.com.au/hubfs/_PlayMR%202020/Solutions/arrow-left.png)](https://www.playinnovation.com.au/blog/video-in-home-product-testing-101)

## [get to market faster with innovation sprints ![Arrow](https://www.playinnovation.com.au/hubfs/_PlayMR%202020/Solutions/arrow-left.png)](https://www.playinnovation.com.au/blog/get-to-market-faster-with-innovation-sprints)

## [video: FMCG trends and tips to gain a competitive edge during a crisis ![Arrow](https://www.playinnovation.com.au/hubfs/_PlayMR%202020/Solutions/arrow-left.png)](https://www.playinnovation.com.au/blog/fmcg-trends-tips-to-gain-a-competitive-edge)

## [how you can nail your online offering with digital shopper ![Arrow](https://www.playinnovation.com.au/hubfs/_PlayMR%202020/Solutions/arrow-left.png)](https://www.playinnovation.com.au/blog/how-you-can-nail-your-online-offering-with-digital-shopper)

## [solved: how to build a powerful brand ![Arrow](https://www.playinnovation.com.au/hubfs/_PlayMR%202020/Solutions/arrow-left.png)](https://www.playinnovation.com.au/blog/build-a-powerful-brand-report-excerpt)

## [3 ways sensory research safeguards success ![Arrow](https://www.playinnovation.com.au/hubfs/_PlayMR%202020/Solutions/arrow-left.png)](https://www.playinnovation.com.au/blog/3-ways-sensory-research-safeguards-success)

## [the biggest alcohol trends for 2020 ![Arrow](https://www.playinnovation.com.au/hubfs/_PlayMR%202020/Solutions/arrow-left.png)](https://www.playinnovation.com.au/blog/the-biggest-alcohol-trends-for-2020)

## [reaching new highs: Australia’s cannabis industry ![Arrow](https://www.playinnovation.com.au/hubfs/_PlayMR%202020/Solutions/arrow-left.png)](https://www.playinnovation.com.au/blog/australia-cannabis-industry-excerpt)

## [innovating in a complex category ![Arrow](https://www.playinnovation.com.au/hubfs/_PlayMR%202020/Solutions/arrow-left.png)](https://www.playinnovation.com.au/blog/case-studies/innovating-in-a-complex-category)

## [5 ways to deliver effective sensory research (without blowing the budget) ![Arrow](https://www.playinnovation.com.au/hubfs/_PlayMR%202020/Solutions/arrow-left.png)](https://www.playinnovation.com.au/blog/5-ways-to-deliver-sensory-research-without-blowing-the-budget)

## [5 top tips for a successful seasonal pack promotion ![Arrow](https://www.playinnovation.com.au/hubfs/_PlayMR%202020/Solutions/arrow-left.png)](https://www.playinnovation.com.au/blog/5-tips-for-successful-seasonal-packaging)

## [how to build a sensory story at the largest CLT facility in Australia ![Arrow](https://www.playinnovation.com.au/hubfs/_PlayMR%202020/Solutions/arrow-left.png)](https://www.playinnovation.com.au/blog/sensory-research-largest-clt-facility-in-australia)

## [optimise path to purchase and protect your margins ![Arrow](https://www.playinnovation.com.au/hubfs/_PlayMR%202020/Solutions/arrow-left.png)](https://www.playinnovation.com.au/blog/shopper-research-optimising-path-to-purchase-and-protecting-your-margins)

## [how eye-tracking will transform your shopper research ![Arrow](https://www.playinnovation.com.au/hubfs/_PlayMR%202020/Solutions/arrow-left.png)](https://www.playinnovation.com.au/blog/eyetracking-will-transform-your-shopper-research)

## [why mini in-home usage trackers should be in your budget ![Arrow](https://www.playinnovation.com.au/hubfs/_PlayMR%202020/Solutions/arrow-left.png)](https://www.playinnovation.com.au/blog/why-in-home-usage-trackers-should-be-in-budget)

## [stretching beyond a brand's heartland ![Arrow](https://www.playinnovation.com.au/hubfs/_PlayMR%202020/Solutions/arrow-left.png)](https://www.playinnovation.com.au/blog/case-studies/stretching-beyond-a-brands-heartland)

## [Gen Z vs. Millennials: 6 ways they’re different ![Arrow](https://www.playinnovation.com.au/hubfs/_PlayMR%202020/Solutions/arrow-left.png)](https://www.playinnovation.com.au/blog/gen-z-vs.-millennial-consumers-6-ways-theyre-different)

## [sustainability: getting the green light from consumers ![Arrow](https://www.playinnovation.com.au/hubfs/_PlayMR%202020/Solutions/arrow-left.png)](https://www.playinnovation.com.au/blog/sustainability-getting-the-green-light-from-consumers)

## [how to minimise risk for new product launches ![Arrow](https://www.playinnovation.com.au/hubfs/_PlayMR%202020/Solutions/arrow-left.png)](https://www.playinnovation.com.au/blog/case-studies/how-to-minimise-risk-for-product-launches)

## [how to effectively present and share insights within your organisation ![Arrow](https://www.playinnovation.com.au/hubfs/_PlayMR%202020/Solutions/arrow-left.png)](https://www.playinnovation.com.au/blog/how-to-effectively-present-and-share-insights-within-your-organisation)

## [achieving faster sensory analysis with product clinics ![Arrow](https://www.playinnovation.com.au/hubfs/_PlayMR%202020/Solutions/arrow-left.png)](https://www.playinnovation.com.au/blog/fmcg-research-achieving-fast-track-sensory-analysis-with-product-clinics)

## [5 ways to get your product into consumers' healthy routines ![Arrow](https://www.playinnovation.com.au/hubfs/_PlayMR%202020/Solutions/arrow-left.png)](https://www.playinnovation.com.au/blog/fmcg-trends-how-to-get-your-product-into-consumers-healthy-routines)

## [getting into the online shopper's basket ![Arrow](https://www.playinnovation.com.au/hubfs/_PlayMR%202020/Solutions/arrow-left.png)](https://www.playinnovation.com.au/blog/retail-trends-getting-into-the-online-shoppers-basket)

## [natural trends: connecting with these consumers ![Arrow](https://www.playinnovation.com.au/hubfs/_PlayMR%202020/Solutions/arrow-left.png)](https://www.playinnovation.com.au/blog/fmcg-trends-connecting-with-your-consumers-its-only-natural)

## [FMCG trends: the future of soft drinks ![Arrow](https://www.playinnovation.com.au/hubfs/_PlayMR%202020/Solutions/arrow-left.png)](https://www.playinnovation.com.au/blog/fmcg-trends-the-future-of-soft-drinks)

## [video: the benefits of making market research more human ![Arrow](https://www.playinnovation.com.au/hubfs/_PlayMR%202020/Solutions/arrow-left.png)](https://www.playinnovation.com.au/blog/video-research-the-benefits-of-making-market-research-more-human-case-study)

## [concept testing: the basics ![Arrow](https://www.playinnovation.com.au/hubfs/_PlayMR%202020/Solutions/arrow-left.png)](https://www.playinnovation.com.au/blog/concept-testing-the-basics)

## [sensory research: back to basics ![Arrow](https://www.playinnovation.com.au/hubfs/_PlayMR%202020/Solutions/arrow-left.png)](https://www.playinnovation.com.au/blog/sensory-research-the-basics)

## [alcohol trends: tapping into health conscious drinkers ![Arrow](https://www.playinnovation.com.au/hubfs/_PlayMR%202020/Solutions/arrow-left.png)](https://www.playinnovation.com.au/blog/alcohol-trends-tapping-into-health-conscious-drinkers)

## [innovation research: consumer-led product design ![Arrow](https://www.playinnovation.com.au/hubfs/_PlayMR%202020/Solutions/arrow-left.png)](https://www.playinnovation.com.au/blog/innovation-research-consumer-led-product-design)

## [packaging research: back to basics ![Arrow](https://www.playinnovation.com.au/hubfs/_PlayMR%202020/Solutions/arrow-left.png)](https://www.playinnovation.com.au/blog/packaging-research-the-basics)

## [FMCG trends: the rise of small, innovative wellness businesses ![Arrow](https://www.playinnovation.com.au/hubfs/_PlayMR%202020/Solutions/arrow-left.png)](https://www.playinnovation.com.au/blog/fmcg-trends-the-rise-of-innovative-niche-wellcare-players)

## [FMCG trends: adapting to an older market ![Arrow](https://www.playinnovation.com.au/hubfs/_PlayMR%202020/Solutions/arrow-left.png)](https://www.playinnovation.com.au/blog/fmcg-trends-adapting-to-an-older-market)

## [FMCG trends: the snacking revolution ![Arrow](https://www.playinnovation.com.au/hubfs/_PlayMR%202020/Solutions/arrow-left.png)](https://www.playinnovation.com.au/blog/fmcg-trends-the-snacking-revolution)

## [shopper trends: the changing face of Australia ![Arrow](https://www.playinnovation.com.au/hubfs/_PlayMR%202020/Solutions/arrow-left.png)](https://www.playinnovation.com.au/blog/shopper-trends-the-changing-ethnic-face-of-australia)

## [retail trends: leveraging the Chinese 'daigou' shopper opportunity ![Arrow](https://www.playinnovation.com.au/hubfs/_PlayMR%202020/Solutions/arrow-left.png)](https://www.playinnovation.com.au/blog/retail-trends-leveraging-the-chinese-daigou-shopper-opportunity)

## [FMCG trends: adapting to plant-based consumer demand ![Arrow](https://www.playinnovation.com.au/hubfs/_PlayMR%202020/Solutions/arrow-left.png)](https://www.playinnovation.com.au/blog/fmcg-trends-adapting-to-plant-based-consumer-demand)

## [packaging research: the e-commerce difference ![Arrow](https://www.playinnovation.com.au/hubfs/_PlayMR%202020/Solutions/arrow-left.png)](https://www.playinnovation.com.au/blog/packaging-research-the-e-commerce-difference)

## [shopper research: applying semiotics for packaging success ![Arrow](https://www.playinnovation.com.au/hubfs/_PlayMR%202020/Solutions/arrow-left.png)](https://www.playinnovation.com.au/blog/shopper-research-applying-semiotics-for-packaging-success)

## [shopper research: how fear influences purchase decisions ![Arrow](https://www.playinnovation.com.au/hubfs/_PlayMR%202020/Solutions/arrow-left.png)](https://www.playinnovation.com.au/blog/shopper-research-how-fear-influences-purchase-decisions)

## [product testing: start ABC testing your product ![Arrow](https://www.playinnovation.com.au/hubfs/_PlayMR%202020/Solutions/arrow-left.png)](https://www.playinnovation.com.au/blog/product-testing-what-is-abc-testing)

## [shopper research: packaging - mind hack your shopper ![Arrow](https://www.playinnovation.com.au/hubfs/_PlayMR%202020/Solutions/arrow-left.png)](https://www.playinnovation.com.au/blog/shopper-research-packaging-mind-hack-your-shopper)

## [product testing: is an in-home usage test the solution? ![Arrow](https://www.playinnovation.com.au/hubfs/_PlayMR%202020/Solutions/arrow-left.png)](https://www.playinnovation.com.au/blog/product-testing-is-an-in-home-usage-test-the-solution)

## [shopper research: the paradox of choice ![Arrow](https://www.playinnovation.com.au/hubfs/_PlayMR%202020/Solutions/arrow-left.png)](https://www.playinnovation.com.au/blog/shopper-research-the-paradox-of-choice)

## [putting sydney’s paddy’s market on the map ![Arrow](https://www.playinnovation.com.au/hubfs/_PlayMR%202020/Solutions/arrow-left.png)](https://www.playinnovation.com.au/blog/case-studies/putting-sydneys-paddys-market-on-the-map)

## [coffee: enabling a strategic product call at lightning speed ![Arrow](https://www.playinnovation.com.au/hubfs/_PlayMR%202020/Solutions/arrow-left.png)](https://www.playinnovation.com.au/blog/case-studies/enabling-a-strategic-product-call-in-less-than-24-hours)

## [wild turkey bourbon wins with new pack design ![Arrow](https://www.playinnovation.com.au/hubfs/_PlayMR%202020/Solutions/arrow-left.png)](https://www.playinnovation.com.au/blog/case-studies/wild-turkey-wins-with-new-pack-design)

## [market segmentation: the Millennial mishap ![Arrow](https://www.playinnovation.com.au/hubfs/_PlayMR%202020/Solutions/arrow-left.png)](https://www.playinnovation.com.au/blog/market-segmentation-the-millennial-mishap)

## [the beginner's guide to: animated concept testing ![Arrow](https://www.playinnovation.com.au/hubfs/_PlayMR%202020/Solutions/arrow-left.png)](https://www.playinnovation.com.au/blog/the-beginners-guide-to-animated-concept-testing)

## [co-creation: the secret to better packaging design ![Arrow](https://www.playinnovation.com.au/hubfs/_PlayMR%202020/Solutions/arrow-left.png)](https://www.playinnovation.com.au/blog/co-creation-the-secret-to-better-packaging-design)

## [packaging matters: new 'country of origin' food labels ![Arrow](https://www.playinnovation.com.au/hubfs/_PlayMR%202020/Solutions/arrow-left.png)](https://www.playinnovation.com.au/blog/packaging-matters-new-country-of-origin-food-labels)

## [naming research: is your product name a winner? ![Arrow](https://www.playinnovation.com.au/hubfs/_PlayMR%202020/Solutions/arrow-left.png)](https://www.playinnovation.com.au/blog/naming-research-is-your-brand-name-easy-to-digest)

## [food trends: the reduced sugar rush ![Arrow](https://www.playinnovation.com.au/hubfs/_PlayMR%202020/Solutions/arrow-left.png)](https://www.playinnovation.com.au/blog/food-trends-the-reduced-sugar-rush)

## [chocolate trends: a sweet or sticky situation? ![Arrow](https://www.playinnovation.com.au/hubfs/_PlayMR%202020/Solutions/arrow-left.png)](https://www.playinnovation.com.au/blog/chocolate-trends-a-sweet-or-sticky-situation)

## [it's 'go time' for convenience retailers ![Arrow](https://www.playinnovation.com.au/hubfs/_PlayMR%202020/Solutions/arrow-left.png)](https://www.playinnovation.com.au/blog/its-go-time-for-convenience-retailers)

## [online qual research: context collapse ![Arrow](https://www.playinnovation.com.au/hubfs/_PlayMR%202020/Solutions/arrow-left.png)](https://www.playinnovation.com.au/blog/online-qual-research-context-collapse)

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{
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}
```