03
Create & shortlist concepts
Explore thirteen ideas, then select four contrasting ways for a parent and child to make together.
What you get Four neutral concept briefs, with roles, ages, proposed prices and sessions.
System overview
Key question:
Which family kit should we develop next?
Quilloway · Family-together concept generation & testing
SHARED FOUNDATION
Start here · Reuse across projectsFoundation Layer
The connected knowledge behind the decision.
You provide
Company descriptionCategory descriptionTarget market
01
Build a living model of your market
Eight connected Foundation steps turn starting context into reusable knowledge for concepts and testing.
02
Assemble your virtual audience
Twelve U.S. parent personas and three expert personas contribute two distinct perspectives on family creativity.
04
Capture two distinct signals
A reason to buy and a reason to return are different questions. Explore them separately before comparing.
PARENT PURCHASE SIGNAL
Would a parent buy it?
Appeal, value, purchase intent and expected family benefit.
INDIRECT CHILD-USE ESTIMATE
What may keep a child engaged?
Separate parent play-history interviews and expert play-value assessments.
05
Find the Payer–Player Gap
Compare purchase appeal with estimated child repeat use. Explain where the signals agree—and where they diverge.
What you get A comparison of all four concepts and the reasons behind the ratings.
06 HUMAN DECISION
Review, refine & decide
A draft scorecard receives a separate critique and revision. R&D reviews the recommendation and decides what to prototype.
What you get Two directions to refine, two to stop, and questions to validate with real families.