01 Deconstructing Intra-Oral Opportunities
Our client, a leader in their respective market, wanted to design a next generation solution that was perceived as more pleasurable than the competition, in addition to other success drivers such as durability, ease of use, and cost.
02 A Daring Challenge
The client challenged M3 to research, strategize, conceptualize and implement an innovative best-in-breed product approach.
Using a combination of qualitative and quantitative methods, the M3 design team revealed deep insights about the problem from a range of perspectives to inform and inspire concepts. One of these approaches was a proprietary sensorial research technique we call Pleasure Analysis.
03 Pleasure Analysis
Sensorial scientists who specialize in consumer product taste testing are very aware of the variety and variability of opportunities for intra-oral sensation. For example, texture is not only a by-product of intra-oral parameters, but also visual cues, expectations and emotions.
While measuring products along overall pleasure would be interesting, it would not inform the team as to what specific aspects were perceived as more or less pleasurable. The experience itself had to be broken down into component parts and measured individually.
The M3 team identified nine pleasure dimensions, excluding taste, to determine areas for pleasure innovation.
04 Revealing the Ideal
This Pleasure Analysis activity supported the design team’s effort to move from the actual to the aspirational, revealing the ideal experience among the nine pleasure dimensions in the mouth.
The ideal experience in its component parts provided the design team with direction to apply the design process towards the most impactful areas of opportunity for the patient experience.
Focused design conceptualization around these opportunity areas ensured the greatest gains most valued by the market, supporting the business goals of our client and the experience of their customers.