Catalyst pioneers a new insight technique – Sudden Impact groups - which dramatically shortens the timeline between NPD and presenting to major multiples ready for a new product launch.

Sudden Impact groups – run straight after one of their Creative Catalyst Sessions where a mixed team of client, agency and creatively canny, target consumers become a melting pot for idea generation using inspirational stimulus and powerful techniques. This 48 hour rapid response programme recently created a new soft drinks range having been concept tested undergoing intensive sequential recycling during four Sudden Impact groups.

Catalyst are expecting this technique to be effective among FMCG clients in particular, where channelling resources to fit with supermarket deadlines are of utmost importance.

Sudden Impact groups keep the freshness and urgency of NPD alive so that all involved are inspired by a new idea right through development, customer presentations and launch.

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