Learn About Concept Development Research

Related Articles

There are 13 articles in our archive related to this topic. Below are 5 selected at random and available to all users of the site.

Easing travel restrictions

Samsonite Corporation applied a range of quantitative and qualitative research strategies as it developed its Piggyback line of luggage. The company used exploratory focus groups to help determine the travel needs, one-on-one interviews to test initial and drawings depicting conceptual designs, field tests of sample products and surveys of potential users.

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.

Research encourages a comprehensive re-design of Blue Nun packaging

After conducting taste tests that confirmed that packaging was a factor in declining sales, Blue Nun wine held extensive focus groups with current and past consumers and competitive brand purchasers, as well as shelf tests, in its package re-design process.

Testing product innovations: a case history

Without disclosing the exact nature of the innovation to respondents, General Electric used multiple-part independent research to determine the viability of product innovation.

Blueprints to successful concept development

Successful product development requires a solid foundation. This first of two articles introduces the four cornerstones of successful concept development: consumer wants and needs, emotional connections, brand equity, and competitive landscape.

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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.

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.

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.

Does your concept have what it takes to hit its target?

Innovation may seem like a daunting undertaking, with few signposts to guide the trailblazers of new ideas. However, there is a roadmap that can assist innovators along an effective concept development path and improve the odds of success.

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