Learn About Concept Development Research

Related Articles

There are 29 articles in our archive related to this topic. Below are 5 selected at random and available to all users of the site.

Why Web-assisted TDIs are a cost-effective qualitative methodology

The author explores the pros and cons of Web-assisted tele-depth interviews, suggests usage examples and offers a host of best practices to get the most from the technique.

Best practices to improve new product concept testing

The author draws on his 30 years of experience to offer guidelines on how concept testing should be implemented to achieve maximum benefit.

Adding ‘prosumers’ to your groups can provide a creative boost

Under the right circumstances, including - rather than excluding - marketing professionals normally screened out of focus groups can lead to breakthroughs. Examples from British Airways and WD-40 are cited to illustrate how this approach has helped develop new products and services.

Add some strategy to your concept evaluation process

Assessing the prospects of a new product concept takes more than a cookie-cutter approach. Each concept requires its own set of strategies for how it will be presented to consumers in testing and a careful analysis of how the new idea fits corporate and brand objectives.

Concept development, Survivor-style

Drawing inspiration from the reality TV series Survivor, the author explains how the show's tagline can serve as a model for the concept development process.

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Recent Articles

Below are the 5 most recent articles on this topic. These articles were published within the last three years and are only available to registered subscribers.

The power of prediction markets

What’s the allure of prediction markets? Do they work? If so, how? Should researchers be interested?

Disney augments ad research with app-based qualitative method

An iPad app has helped Disney Parks and Resorts keep innovating by testing concepts for theme park ad campaigns in focus groups.

Family research: Keep on trying 'til you reach the highest (common) ground

This article discusses the modern American family dynamic that elevates children's opinions, requiring researchers to rethink the established methodologies for evaluating family consumption and consider the family as a unit.

How research helped develop the USPS’s Sample Showcase program

In an era when the e-mail in-box is seemingly king, the USPS used qualitative research to help bring some excitement back to postal mail with a new product sampling program.

Using research to avoid the pitfalls of concept development

The author discusses the importance of strong concept-writing and offers guidance on how to avoid seven common blunders of concept development.

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