Diamond model

Blauw has developed a model in which we show three phases that you can pass through during the development process you follow. What do these phases, or 'diamonds' have in common? That you can involve your customer in the process in each phase with the help of a Consumer Research Community.


This model is a handy option for checking which phase you're in. By doing this, we can properly assess which type of information you need and, together, we can create the right structure for a community question. Of course, you don't have to go through these phases in a specific order; you can easily move from left to right and back again.

We convert your questions into a community assignment framework. The community members can then take part in these assignments when it suits them, and from whichever device they wish. Our experts analyse all the answers and draw up a clearly structured report for you, giving a clear answer to your question.

Diamond 1: Understanding

What does your potential customer want? In this phase, you get preliminary insights into the behaviour and needs of your target group.

In this phase, we answer questions such as:

  • How are my products or services being used?
  • How do (potential) customers reach their decision within my category?
  • What does a specific trend, such as convenience or health, mean for my target group?

Diary and shopping assignment

In a community, we can put a range of assignments in place to both explore and understand the behaviour and the needs of your target group. Keeping a diary, for instance, can be used to gain an insight into the points at which consumers use your product or service. A shopping assignment can make it clear what consumers notice when they are standing in a particular aisle in-store, and how you can help them make their choice more easily.

Diamond 2: Concepting

Co-creation is what this phase is all about. Together with your community members, we evaluate and optimise your existing ideas so that we reach new ideas, as appropriate.

In this Concepting phase, we answer questions such as:

  • How can I make it easier for consumers to purchase my product or service?
  • How can I tailor my range more precisely to the needs of consumers?
  • How does my idea for product development or communication resonate with consumers?

Diamond 3: Execution

Following introduction of your idea, you want to remain in contact with your target group. This is the Execution phase. Why do you want this? In this way, you can monitor how you influence consumer behaviour with your actions. You can also continue to pursue your activities so that you can keep boosting your impact. In this phase, we answer questions like:

  • Has your target group already noticed your product and been able to try it (frequently)?
  • Has your target group already noticed the new campaign, and has it prompted them to take action?

After this last phase, too, you can return to the first diamond so you can investigate a new question and think up solutions for it.

We involve you with your community

Our experts are independent of your company and so are able to collect the most sincere and reliable answers from your customers. However, we do involve you in the market research so that you are aware of what is going on and you get an exclusive glimpse into your target group. And, should you want to be even more involved in the research and sit in (anonymously) on the activities of the community members? We can make that possible for you as well.

Step over obstacles

Time, capacity and budget are the most often cited reasons for not involving existing or potential customers when drawing up and carrying out market plans. A Consumer Research Community provides a solution for each of these obstacles. We look at the scope and importance of your question. With this in mind it is possible to opt for an approach in which, to a greater or lesser extent, we save you work. Ask about the possibilities, and together we can come to the ideal approach. In that way you no longer need to make concessions and, at the same time, you can get to know and understand your customers, and involve them in every choice you make.