The process uses exploratory qualitative methods such as ethnography and communities, co-creation workshops and benchmarking surveys.

The three stages are: harvesting – using creative techniques to gain key audience understanding as well as cross-sector trends to identify opportunities; POP – running workshops to generate ideas and fix problems; and serve – determining the winning ideas to take forward for further development including re-engaging with qualitative research participants.

Richard Walker (pictured) director at Mustard, said: "Over the years we have developed a process that has delivered proven results for NPD. Having recently used the analogy of popping corn to explain the process to a client, we quickly realised there was a glaring opportunity to brand and package this solution for other clients.

"From gathering the kernels of insight with exploratory qual, through to watching the ideas ‘pop’ when heated up in co-creation sessions, and then serving it up to market, the fun associations with popcorn fit both our brand and this new service perfectly."

Mustard has used the Popcorn approach for clients in diverse sectors including B2B, healthcare and building.