Don’t Let a Concept Test Kill the Concept

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A traditional concept test is often used to predict the success of a new product or service idea before going to market. Unfortunately, many really novel concepts would not have been well received if subjected to the typical “go/no-go” quantitative test. Think about some of the things we use today that were not immediately embraced: […]

Iterative Concept Development Might Be Right for Your Next Project

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Iterative concept development with proper qualitative research really ensures that your concepts reflect the desired benefits, the language, and emotions of your target audience. After all, your target is the “consumer” of your product or service, so it totally makes sense to get it straight from the horse’s mouth in a qualitative setting. The challenge […]

A Gentle Introduction to Concept Development

Marketing Concepts That Win book cover

The following is an excerpt from Marketing Concepts That Win! Save Time, Money and Work by Crafting Concepts Right the First Time by Martha Guidry. Published under license from the author. Behind every successful product or service lies a powerful concept. It is really that simple. Product and service offerings that win in the marketplace […]