This document discusses different methods for capturing consumer imagination to build a successful business case, including: 1. Addressing unmet consumer needs. 2. Creating products with meaningful uniqueness through segmentation, targeting, and positioning. 3. Capturing consumer imagination by involving cross-functional teams, innovation partners, and considering the imagination of other stakeholders like suppliers and regulators. 4. Using market research techniques like simulated shopping trips and business simulations to capture real buying behavior and test different business propositions and their impact.