Understanding Concept Optimization Research

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.

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.

Ethnography tracks the migration of technology into the American kitchen

For many Americans, a kitchen is no longer just a place for making meals. The author’s ongoing study has seen it morph into a HIVE, a highly interactive virtual environment that incorporates food preparation along with checking e-mail, surfing the Web and a host of other tech-related activities.

How hybrid research allowed eBay users to give feedback on the feedback system

To help online buyers and sellers alike, eBay teamed up with Invoke Solutions to provide a qual-quant approach to concept testing that would guide the updating of eBay’s user feedback system.

Overcome these common hazards to seize their potential

This article explains to how effectively execute a mixed-method market research project and avoid having the many facets end up as little more than disparate parts of an incomplete whole.

Laddering showed Infiniti how drivers viewed its Around View Monitor technology

Infiniti used laddering to better understand how a host of new technologies met, or didn’t meet, car buyers’ unstated psychological motivations and how the technologies supported the Infiniti brand.

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Related Articles

There are 5 articles in our archive related to this topic.

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.

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.

Blueprints to successful concept development

The second of a two-part series on successful concept development, this article explains the tactical process and specific qualitative and quantitative tools for evaluating and enhancing concepts that lead to products consumers will love.

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.

GTE tracks business customer approval with BCGS

Customers don’t always let businesses know they are dissatisfied. GTE implemented two survey programs, using both quantitative and qualitative research to track customer satisfaction levels on an on-going basis.