What is the Méthode CUBE?

The Méthode CUBE is a 3-step process inspired by design thinking, designed to accelerate and de-risk innovation. It combines immersion in consumers’ everyday lives (connect), ideation and optimisation (co-create), followed by idea validation with the same participants (check).

What does the real life, real time approach bring compared with traditional innovation methods?

It enables innovation to be rooted in consumers’ real needs, so that new concepts are built around those needs, unlike more traditional methods that rely on recall, artificial scenarios or projections. Innovations are therefore developed iteratively and can be adjusted throughout the different stages, including before launch.

Who is the Méthode CUBE designed for?

It is designed for brands and organisations that want to innovate faster and more effectively by placing customers and internal teams at the heart of the process. It can be adapted to any sector and tailored to specific needs and business challenges.

Why does the Méthode CUBE genuinely help reduce the risk of innovation failure?

Because it directly involves consumers throughout the process and relies on an iterative loop. Ideas are co-built, enriched and then validated by the people who will actually use them, helping to close the gap between real expectations and final solutions.

How long does the Méthode CUBE take?

There is no fixed duration. The Méthode cube is 100% ad hoc and flexible. Each approach is tailor-made according to the brand’s objectives, sector and constraints.

Méthode CUBE: Innovate faster, and with greater impact

Put customers and internal teams at the heart of your innovations

It is never too early to involve consumers in the innovation funnel

Through co-design, collective intelligence and iteration, decode your customers’ needs and address their pain points with precision, by building solutions that also factor in your internal challenges.

Méthode CUBE : a 3-step process

The cube method is inspired by design thinking approaches.
100% ad hoc, its data collection methods are reinvented every time to fully address your challenges.
This 3-step approach fosters creative synergies by synchronising the brand and consumers.

CONNECT

Exploration / Immersion

Immerse yourself in your consumers’ everyday lives over time, explore their expectations and pain points, and bring out weak signals and unmet needs.

A real life, real time approach, enabled by genuine immersion and instant feedback.

How?

An online community, via whatsapp or a dedicated platform, of 25 to 50 customers depending on the study targets, over a period of 3 to 6 weeks, in the form of a life diary.

CREATE

Ideation

Generate new ideas, then confront them with your brand’s constraints and requirements… while still integrating your customers’ expectations. To ensure the distinctiveness and relevance of your innovation pipeline.

How?

A creative challenge within the community, to let solutions emerge naturally from consumers.

Then 1 to 2 in-person creative workshops, with your teams and a selection of consumers from the community, “super consumers, the guardians of real life”. To produce directions rooted both in consumers’ everyday lives and in your internal challenges.

CHECK

Validation

Evaluate the ideas. Nuance and enrich these concepts. Pre-select the directions that generate the strongest buy-in, for even sharper decision-making.

How?

Once the different concepts have been formalised, consumers rank and evaluate the ideas in detail through a quantitative study and/or an iterative loop with consumers.

Méthode CUBE applied to Gémo case

Award-winning project at the Trophées Etudes & Innovation 2024

Gémo wanted to develop a new range, “smart products”, to offer its customers products that feel closer to them and better meet their needs and constraints. A “ready-to-live” collection for babies and children aged 0 to 8, designed to fit every stage of their development.

To meet their need for support, enov deployed the cube method, combining:

CONNECT
An ethnographic study via a whatsapp logbook, with 30 parents followed in their everyday lives for 6 weeks. This immersion made it possible to collect concrete insights, structured around 9 major families of “everyday pain points”.

CREATE
A creative challenge that generated around one hundred ideas, imagined and sometimes even already designed by the parents themselves.
Two co-creation workshop sessions bringing together consumers and employees, which helped define around fifteen very concrete concepts for the product teams.

CHECK
Feedback from around ten parent testers following production of the first products in the “smart products” range.

3 images représentant la co-création des produits malins Gémo

Read the full client case

The smart product ideas imagined by and for parents were highly convincing internally, helping us better meet their expectations. By using a customer-centric approach and leveraging their feedback, we can develop innovative products that truly meet their needs and desires. Convinced that listening to them enables us to satisfy them more effectively, this co-created product range reflects our customers’ wishes more than ever.

Portrait de Margot Panais, Chargée d’Études Marketing chez GÉMO

Margot Panais
Marketing research manager at GÉMO

Enov support

Experts in your challenges thanks to our sector-based organisation
100% integrated data collection methods, and therefore better controlled and hybridised
An integrated agency to turn your insights into transformation levers

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Vue d'ensemble des projets réalisés par l'Agence by Enov

Easier dissemination of deliverables thanks to l’Agence by Enov

We turn your insights into communication materials to make it easier to share and internalise results within your organisation, and to facilitate creative work during workshops. Another key success factor is the importance given to deliverable formats. They are created by our in-house studio: motion design, podcasts, newsletters, infographics, etc. Client expectations are clearly focused on the storytelling of research findings to make internal dissemination easier.