Choose a consumer products category (for example: airlines; snacking; tissues; etc.)
Part A:
Choose a consumer products category (for example: airlines; snacking; tissues; etc.)
•    Identify challenges consumers may have in life that relate to that category and identify consumer insights
•    Outline the benefits of a new product (you can make a product up)
•    Outline reasons the consumer will believe that this new product is better than existing options
•    Put the Insight, Benefit and Reasons to Believe together in a product concept statement
Part B:
•    Find an advertisement (TV, Print, etc.) – include the ad or link to the ad
•    Identify the Insight, Benefit and Reasons to Believe within the ad

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