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 “tasteContinue reading “Designing a Concept”
Category Archives: Concept Testing
Why a Concept?
Understanding a concept and how it appeals to consumers is part of a co-ordinated approach to developing successful products. The concept sets up the expectation for the product or service. It is not just the product idea, but contains the idea written or presented in a way which appeals to a specific group of consumers. Continue reading “Why a Concept?”
Brilliant Reflections/Consumer Research Specialists 