Development of new product ideas and designs


The Impulse DesignLabs and  ConceptLabs cater for the demands of innovative and action-oriented market research.

Both serve to develop new product ideas and designs based on the needs and usage expectations of actual and potential customers.

In addition they deliver information on the causes and motivational backgrounds of different reactions from target groups.


  • Creation of new (product) ideas either conceptually (ConceptLabs) or stylistically (DesingLabs), taking into account the needs and attitudes of actual and potential customers
  • An understanding of what lies behind the needs and attitudes of the product users
  • If desired: inclusion of product ideas developed by the client

The primary objective is to come up with empirically sound, forward-looking statements concerning the (product-specific) requirements and motivations of defined target groups:

  • These statements allow one at the earliest possible opportunity to reflect upon hypotheses currently held by the client with regard to future products / services
  • In addition, the results are a suitable stimulus for new hypotheses
  • And finally, if deployed on an ongoing basis (every 2 years), this method provides statements about market-related trends that are specific to certain target groups


Both ‘laboratories’ are meant to enhance the creativity of designers by providing clear-cut answers to the following fundamental questions:

  • What individual reasons and motives are responsible for respondents’ positive or critical reactions?
  • Which of these motives and reasons are enduring and which are likely to become less or indeed more significant as a result of future non-market-specific design developments?

Our DesignLab research approach therefore basically aims at understanding and shedding light on the interaction between observer and object of research (product design) and the influencing variables relevant to such interaction.

Consumer behavior is shaped by needs, attitudes and views that arise at three different levels of consciousness:

  • Spontaneous, rational: conscious level
  • Hidden, personal: pre-conscious level
  • Intuitive: unconscious level

The methods we use register all three levels of consumer consciousness, the focus being on the pre- and unconscious levels.