Product Innovation at MDRG

Trying to turn ideas into products people really want?

Understanding how your consumers think, feel, and decide is the best place to start. MDRG’s WHOLE MIND™ approach taps into the emotional, behavioral, and contextual drivers behind real purchase decisions.

Our Product Innovation Pipeline informs your R&D process with real consumer insights. That means stronger ideas, fewer blind spots, and better business outcomes.

What We Do Differently

We work with product development and innovation teams to move faster and reduce risk, using tools like:

Consumer Co-Creation
Concept & Prototype Testing
Product Testing
R&D Trend Immersions
Trend Analysis & Predictions
Ideation Workshops

Use the full pipeline or pick the tools you need—we design our approach based on your needs.

How We Do It: Our 4-Phase Pipeline

Phase 1:
Ideation

Find the whitespace: Spot unmet needs using behavioral trends, market data, and competitive gaps.
Talk to people at scale: Use AI-moderated interviews to explore habits, motivations, and context.
Workshop smarter: Bring cross-functional teams together to generate and prioritize ideas.

Phase 2:
Concept Development

Quickly screen early ideas: Run rapid analysis to identify the ideas worth developing.
Dig deeper with quantitative testing: Investigate the strongest concepts to see how they stack up on variables like messaging, design, and price.

Phase 3:
Product Development

Refine prototypes with feedback: Use A/B testing, preference studies, and usability research to make your product the best it can be.
Find the right price and right place: Test pricing, positioning, and messaging to identify which strategies align with your brand promise.

Phase 4:
Launch & Validation

Simulate launch scenarios: Evaluate how your product performs in different contexts to get a real-world read on visibility, appeal, and conversion potential before launch.
Implement feedback: Develop post-launch feedback loops to refine messaging and product fit for long-term success in your market.

Flexible Engagement Options

Need speed?

We do ad hoc projects for quick answers and tight turnarounds.

Need consistency?

We support ongoing product lines with continuous innovation consulting.

Let’s Build Something That Lasts

MDRG removes the guesswork to help your R&D and innovation teams build products your consumers really want.