ITG Case Studies
These are the stories of what happens when your consumers help solve the problem.
For over 45 years, ITG has helped the world’s leading brands transform complex challenges into winning innovation. By putting consumers at the center of every idea, every time, insights are infused into every new possibility.
Many brands don’t broadcast their innovation process. A few have let us share theirs.
Because ITG works at the front end of innovation, where the stakes are highest, most of our projects are confidential by design. What you’ll find below is a curated selection of stories we are able to share. When you’re ready, we’d love to walk you through what a project with your team would look like.
Top Case Studies
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![Quaker Oats logo featuring a smiling man in a hat with text "QUAKER EST. 1877."]()
Quaker Big Chewy Granola Bars
Recapture innovation mojo by focusing on what really matters.
"We partnered with Ideas To Go and their Creative Consumers® associates to help us identify motivating needs and desires...our concept testing success rate went from zero to 38%."
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![Johnsonville logo with text "Family Owned Since 1945" and an illustration of a farmhouse.]()
Johnsonville Product Pipeline
Objective: Rapidly fill the new product pipeline with lots of great new ideas for sausage.
"On every project, the Ideas To Go team has really gotten to know our business to help us maximize both our consumer learning and our team's productivity—in a fun and intuitive way."
—Karen Kraft, Senior Consumer Insights Manager
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![McNeil Consumer Healthcare logo in green text]()
McNeil Consumer Healthcare
Transform the treatment experience so it doesn't add insult to injury.
This project began with a client's vision. Dr. Steve Wiet is a Consumer Psychologist and retired Global Director of OTC Consumer Sciences at Johnson & Johnson Consumer Products—McNeil Consumer Healthcare.
All Case Studies
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![Lash Group logo with AmerisourceBergen text]()
Lash Group: Co‑Create Affordable Care With Real Patients
Design affordability solutions directly with patients to leave with 7 test‑ready concepts built from 300+ real‑world insights.
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![Bissell logo with red triangle and black text on white background.]()
Bissell Symphony: Turn 5,875 Name Ideas Into One Iconic Launch
Co-create a standout product name in a single high-energy session with consumers and stakeholders in the room.
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![UnitedHealth Group logo on a white background]()
UnitedHealth Group Training: Turn 900 Employees Into Everyday Innovators
Build a scalable, year-long innovation program that energizes teams and embeds creative problem solving across the business.
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![Pizza Hut logo with red roof icon and black text on white background.]()
Pizza Hut: Turn Kids’ Wishes Into a Best‑Selling Innovation
Co-create with kids and parents to generate 1,900+ ideas and launch a repeat hit in Cheesy Bites Pizza.
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![Quaker logo featuring an illustration of a smiling man in traditional colonial attire, with text "Quaker Est. 1877."]()
Quaker Oatmeal Dinosaur Eggs: Turn “Fun in the Bowl” Into an Innovative Platform
Co-create with kids and parents to uncover 895 insights, launch Dinosaur Eggs, and double first‑year sales while seeding a whole line of playful breakfast ideas.
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![Mead Johnson Nutrition logo with a blue and red swoosh on a white background.]()
Mead Johnson Nutrition: Turn Complex Brain Science Into a 5‑Year Innovation Pipeline
Co-create with experts, HCPs, and moms to generate 3,500+ possibilities and unlock four high‑potential innovation pathways for Enfa™.
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![Hasbro logo, blue rectangle with white text and smiley.]()
Hasbro Tonka JUNIOR™: Turn Moms’ Real Stories Into Powerful Positioning
Co-create with mothers and grandmothers to capture the raw energy of toddler boys and launch a standout campaign in a single session.
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![Starburst candy logo on a white background]()
Starburst Chew The Clue: Turn Teen Curiosity Into 5 Million Interactions
Co-create with teens to transform a simple promo into a replayable mystery game that delivers a 35% sales lift.
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![CECP logo with a blue abstract design]()
CECP: Turn a Legacy Acronym Into a Purpose‑Driven Brand Name
Co-create with purpose‑minded leaders and consumers to generate 700+ ideas and land on “Chief Executives for Corporate Purpose.”
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![Logo featuring the text 'ITG IDEASTOGO' above a stylized globe design, with a green arrow incorporated into the letter 'G'.]()
ITG Global Innovation: Build Consumer‑Driven Ideas Market by Market
Run consistent innovation across regions with local partners trained in ITG methods, so you see what truly travels globally—and what should stay local.
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![Quaker logo with a smiling man in a blue hat, established 1877.]()
Quaker Big Chewy: Turn a 0% Win Rate Into 38% With Consumer‑Led Messaging
Co-create with snackers to sharpen concepts, clarify the core benefit, and get BASES‑ready ideas over the line.
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![Johnsonville logo with farmhouse illustration]()
Johnsonville: Fill an Empty Pipeline With 25 Active Projects in Under a Year
Co-create with consumers to generate 3,000+ new ideas, close a 5-year knowledge gap, and jump-start innovation momentum.
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![McNeil Consumer Healthcare logo with stylized text]()
McNeil Consumer Healthcare: Redesign Treatment So It Feels Better, Not Worse
Co-create with patients to turn real-world frustrations into 9 illustrated delivery solutions for R&D.
Global Innovation & Co‑Creation
Many of today’s toughest challenges cross borders, but the answers don’t copy‑paste. When a brief calls for multiple markets, ITG scales its co‑creation and qualitative methods globally, partnering with local experts while keeping a consistent, high-quality ITG experience.
Global positioning and messaging across regions
New product and service concepts for developed and emerging markets
Multi-country exploration of behaviors like recycling, care routines, and more
Explore examples of how we’ve applied ITG methods in North America, Europe, South America, and Asia on our Global Innovation page.