Popcorn: Innovation in 3 easy steps

We are celebrating the official launch of our Popcorn innovation process, by producing a not-to-be-missed limited edition batch of mustard flavoured popcorn.

Get in touch for a free sample!

Why popcorn?

Mustard has been helping clients develop new products and services, as well as communications and brand propositions for several years. We now have a proven 3-stage process for digging deeper to spot the opportunities and more effective co-creation to shape the solutions.

Popcorn harvest

Step 1: Harvest

We use creative techniques (like ethnography, observations and online communities) to provide an intricate understanding of lives and experiences of key audiences – gathering and collecting clues (or kernels) by understanding their behaviours, motivations, unmet needs, frustrations and coping mechanisms. Our expert researchers interpret insights alongside our understanding of cross-sector trends to present priorities and opportunities – i.e. what needs fixing.


Step 2: POP!

Facilitated workshops with cross-functional teams, partners, customers. Teams share ideas for fixing problems in an energetic off-site session. We guarantee you will be amazed by the volume and quality of new ideas and solutions emanating from the workshops, using the classic “funnel” approach. All ideas on brand, on strategy and commercially viable.


Step 3: Serve

Determining and deciding which are the winning ideas to take forward for further development and road-mapping. We re-engage with qualitative research participants to help make things real. Discussing ideas in the contexts where the needs and frustrations occur. Exploring and “laddering” the rational and emotional benefits associated with each. We use surveys to measure and test appeal, consideration/likelihood to buy and price sensitivity, understanding the impact on attitudes, brand perceptions and behaviours.

Mustard has used the Popcorn approach for clients in diverse sectors – consumers, B2B audiences, healthcare professionals, builders. Our needs-busting approach helps fix things that your customers and prospects didn’t realise were broken. It solves problems, builds brand momentum and generates growth.


If you would like to know more, please get in touch with Richard on +44 (0)161 235 5270 or email richard.walker@mustard-research.com.