Product ideas are not consumer concepts. In general, when I first see product ideas they are often quite a rational statement, for example “A lightly carbonated beverage, flavoured with natural fruit flavours”.
While this statement will have some appeal to consumers, we have not actively described a real consumer benefit – there isn’t much “taste appeal” in that statement. We might write that statement with a particular consumer group in mind…..
Low carbonation/sugar free/female bias
“A new light spritzer with a hint of natural fruit flavours and sugar free so it won’t weigh me down in my busy lifestyle”
Low carbonation/stronger flavour/male bias
“A zesty new beverage, brings a zing to life but not too fizzy so I feel energetic and ready to meet a busy day”
Low carbonation/all natural/household shopper and children
“A new all natural beverage with light fruit flavours and just a hint of sweetness. The kids will love it and there will be no nasty stains if it does get spilt.”
How does the Consumer Concept differ from the Product Idea? The main changes to a product idea are generally in the addition of “taste appeal” and “consumer relevance”. We need to take a product description and then turn it into something which is relevant to the consumer – which has meaning in their lifestyle. In that way, we can start to get feedback on the product within the context of their lifestyle.
The concept and our description of a product sets up a certain expectation with consumers. From that expectation they react to the products we put in front of them. This is especially true when we describe flavours and flavour combinations to consumers. New Zealand consumers tend to be quite literal in their interpretation of flavours….
Cheese and Bacon Consumers expect more cheese than bacon probably in proportions around 60:40, that is more of one than the other but both should be quite distinctive
Bacon and Cheese Consumers will expect the proportions reversed – more Bacon than Cheese
X with a hint of Y Consumers will expect mostly X and a little of Y
So, when you write your next concept, wrapping it around your product, put yourself in the consumers’ place and think about what makes this product so attractive to them.
