Case Study: Lassen Innovation achieves 63% faster design and 43% lower insight costs to launch Hanz with NetBase Quid Insight Composer

Using Social Insights to Innovate a “Hanz”-on Alternative to Lego

Lassen Innovation, a management consultancy and product‑innovation firm with decades of invention experience, faced a common problem: conventional research missed the real consumer voice, contributing to high product failure rates. Ahead of launching "Hanz" into the educational toy market, the team needed fast, accurate insight into what parents and educators actually wanted—creativity, collaboration, eco‑friendly materials and broader accessibility.

Using NetBase Insight Composer, Lassen drilled into social conversations to surface sentiment‑rich insights and demographic trends, then designed Hanz as a U.S.‑made, 100% recyclable, materially reduced kit with thousands of build combinations, Spanish resources and an online community. The approach cut time to design by 63%, reduced insight costs by 43%, produced projected first‑year sales of 3.8 million, and led to a sold‑out initial production run with a waiting list for the next batch.

Lassen Innovation

Nicholas Webb

CEO