Alphabrand Learning Hub
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Insights & Data Analysis
Mission-led challenges to get your first real output. Navigate through the deck and tap to see prompts.
Market landscape exploration
Map the overall category before zooming in on your segment.
You need a broad view of how a category is evolving before drilling into brand or segment specifics.
- 1Open Insights & Data app - Insights section
- 2Add category research documents to your Library
- 3Start wide: total market - segments - sub-segments
- 4Drill with 3 Why layers (drivers, structural shifts, consumer needs)
- 5Verify every answer by clicking PDF source links
A clear category map showing winners, losers, growth drivers, and white spaces.
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Market landscape exploration
How is the [Category] market in [Market] evolving over the last 3–5 years? Cover value, volume, price/mix, key segments, and the main winners and losers.
What are the main growth drivers and barriers in [Category] in [Market] right now?
What deeper structural shifts — channel, demographic, occasion — are behind the trends in [Category]?
What underlying consumer need states and occasion shifts are driving change in [Category]?
- -Start broad, then progressively narrow to your segment
- -Use a new chat per topic for cleaner answers
- -Ask about innovations specifically — they often explain growth spikes
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Create Your First Brand Innovation
Quick concept generation using the NPD Concept App.
Generate the first wave of concepts
Explore a broad range of territories before narrowing down.
You need to generate enough conceptual breadth to find genuinely differentiated territories — not just the obvious first ideas. The goal of the first wave is exploration, not selection.
- 1Open NPD Concept App (single step) or fork the project from B-Case step (full workflow)
- 2Attach the Innovation Opportunity document and business case
- 3Prompt to generate a broad first wave of concepts
- 4Use the territory map to spot clusters and white spaces
- 5Iterate the prompt to push into undercovered territories before selecting
A first wave of 10–20 concepts across 3–5 distinct territory clusters, ready to evaluate for breadth and differentiation.
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Generate the first wave of concepts
Explore [Brand] innovation concepts for the [Market] market based on this Innovation Opportunity. Generate a wide range of territories — balance recruitment potential, margin potential, and brand credibility.
Push the concepts further into [Brand]'s core identity and cultural codes. What territories open up when you lean into what makes this brand distinctly itself — its heritage, tone, and sensory codes?
Re-express the concepts for younger legal drinking age consumers seeking more accessible, more mixable, more social product experiences. What changes — and what new territories open up?
- -Change NPD categories in the side menu to reframe the type of innovation — do this at least twice
- -Use the territory map visualisation to spot which clusters are over-populated vs unexplored
- -Aim for 3–5 distinct territories before selecting — not 10 variations of the same idea
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Innovation Full Workflow
End-to-end innovation workflow using Innovation Project.
Review the foundations
Before generating anything, understand the strategic brief you are working from.
Jumping into concept generation without reviewing the brief produces unfocused ideas. You need to understand the problem to solve, the target tension, the occasion spaces, the must-win constraints, and the business case assumptions before prompting.
- 1Open your Innovation Project and locate the Innovation Opportunity document
- 2Read the brief: problem to solve, target consumer tension, occasion spaces
- 3Note the must-win constraints and business case assumptions
- 4Identify what the brand can and cannot credibly do in this space
- 5Review any benchmark NPD examples shared for inspiration before starting
A clear brief in your head: the strategic problem, the target consumer tension, the occasion opportunity, and the constraints your concepts must respect.
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Review the foundations
What is the single most important consumer tension the NPD must resolve for [Brand] — and what would a concept need to do, feel, and deliver to resolve it credibly?
From the Innovation Opportunity brief for [Brand], which occasion spaces are explicitly in scope? For each, describe the consumer moment, the current gap, and what a credible product response would need to do.
Define the brand credibility guardrails for [Brand] NPD: what territory is clearly on-brand, what is a stretch that needs justification, and what is completely out of bounds — and why?
- -Do not skip this step — weak prep produces generic concepts that ignore the brief
- -Keep the Innovation Opportunity summary visible while prompting the NPD app
- -Note the must-win constraints before generating — they are your filter for concept selection
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