Highest Common Ground offers a fundamentally different approach to new product development which defines success not by a concept's ability to deliver on a kid need or a parent need, but by creating ideas they can agree on. This simple shift in thinking casts serious questions on traditional kid and family innovation approaches and gets you to very different conceptual outcomes more in line with the new nature of family decision making and a product's true path to purchase. The Family Room's Highest Common Ground new product development process embodies this philosophy at every step along the way with industry-first approaches to insight identification, concept development, and concept validation.