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 […]

Using Prediction Markets for Concept Testing

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On September 18, the crew from BrainJuicer presented insights into shortening the process of creating and launching successful new products. In any given year, hundreds of thousands of new ideas are tested. Some win and make it to the show, but most never leave the minor leagues. Presenter Alex Batchelor started off with a reminder […]

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 […]

What Negative Results from Concept Tests Might Mean

when concept tests fail

Tens of thousands of new products are tested each year, as part of concept tests, NPD, and volumetric testing. Some products produce a positive result, and everybody is pretty happy, but many produce a negative result. A negative result might be that a product has a low stated intention to purchase or it might be […]

Benchmarking Emotional Reactions to Concept Tests

emotional reaction

Yesterday, Josh Kamowitz and Brent Snider of BrainJuicer presented a webinar, “Love at First Test: Why Feelings Matter When Optimizing Concepts.” Traditionally, concept tests have focused on measuring consumers’ rational reactions to product concepts. First, a concept for a product, service, or ad is described, expressing an overall consumer insight, describing benefits and RTBs (Reasons […]