supporting the NPD process end-to-end.

Solid, actionable insights are integral to your product’s ultimate success. But if you’re shooting for an innovative product, gathering insights shouldn’t be a one-off exercise.

We have witnessed countless companies lose sight of the consumer, which is why we developed robust end-to-end NPD solutions within Explore, Develop, Prove and Monitor – to help create products that consumers love!

And with Australia’s largest sensory testing facility at your disposal, we’re able to undertake experiential research that yields deep consumer insight every step of the way.

Move fast. Course correct. Learn as you go. Whether you need to Explore your consumer base, Develop a proposition, Prove it works, or Monitor its progress – we are here to guide you.

four stages. one complete NPD solution.

Our solutions cover the innovation journey in an iterative process of researching, developing and testing your product. Choose the level of support that fits your needs, be it help with one phase or the whole puzzle.


Your innovation journey starts here. By finding unmet consumer needs, you’ll uncover market opportunities that rev up your teams! Set your ambitions and pinpoint your biggest opportunities:

  • Act on the company strategy
  • Map market trends and intel
  • Surface and prioritise opportunities
  • Develop a 3-5 year pipeline
Group 414


Create. Test. Learn. Define. The goal of the Develop stage is to produce a winning product concept that consumers’ love, grounded in real market needs:

  • Ideate and clarify
  • Initial concept testing
  • Develop market hypothesis
  • Outline go-to-market approach
Group 414-1


Take your concept from a well-researched idea that lives on paper and turn it into a tangible product. To “Prove”, we solidify desirability, viability and feasibility:

  • Define the size of sales, costs & volume
  • Secure supply, manufacturing & channel support
  • Build the business case
  • Launch the product
Group 414-2


Your product might be out on shelves, but the work isn’t over yet. We watch and respond post-launch while measuring and evaluating performance against your strategic ambitions:

  • Track product performance
  • Confirm targets met or understand gaps
  • Adapt in-market
  • Distill and act on learnings
Group 414-3

we are equal parts PLAYful and insightful.

Balancing brand recognition with SKU differen...

Our client (a leader in chilled, frozen and shelf-stable food products) was launching a new SKU in the category. They had a new premium pack...

Pressure testing our product post-launch

A beverage manufacturer was finding that their product was not performing as well as expected in market. Existing research suggested that th...

Using segmentation to inform a better, more c...

MARS Food wanted to understand the “path to dinner” amongst everyday consumers to unlock the role that each brand in the food’s portfolio co...

we deliver results that clients love.


We reached out to the PLAY team to conduct some rapid idea screening on a bulk set of concepts as part of our innovation development. The account team were extremely knowledgeable regarding the right methodology to use and were very flexible with adapting the approach to suit our specific business needs and ensure we get the most value out of the research. PLAY was true to their timelines and delivered a succinct report and debrief that has now been leveraged to inform our licensing innovation strategy. I would highly recommend PLAY for any consumer led innovation research and look forward to using them in the future.

Sarah Smyth
Insights & Innovation Marketing Manager

We engaged with PLAY to help understand what truly drove the choices for ‘dinner’ amongst the broad Australian audience. We needed a foundational study to inform action across a wide product portfolio - for both current rationalisation, review, and future scoping & innovation. The approach was a great mix of robustness, efficiency and defensibility – enabling the final data to be cascaded across the business in ways that were both creative and engaging, as a result of the insights provided. We were able to action this expansive research not just in terms of brand and portfolio decision making, but also as a tool to gain alignment across several divisions of the business and to internally speak a consistent consumer-based language. This fundamental study informed the business at many points of the consumer journey to dinner and continues to be the study that keeps on giving 3 years later, due to the art and science in which the study was executed, analysed and database built.

Jane Horder
CMI Foresight Manager

ready to PLAY? get in touch.

A problem shared is a problem halved, so let’s get stuck into it. Send us a message and a member of our team will reach out to chat.

related posts