The field force knows what the market wants, but in focus groups a few people drown out the rest. The company wanted input that wasn't shaped by the loudest voices.
The approach
An online brainstorm with representatives from the field force, with a custom-tailored script and moderation that gave everyone equal room, including the quieter participants who usually stay silent in meetings.
The outcome
A ranked list of requirements for product development, plus concrete ideas for packaging, communication and distribution. Some priorities turned out to be cheaper and easier to realise than the planned R&D, and the field force's engagement increased.
