Resources For Understanding Concept Testing Marketing Research

Related Articles

There are 36 articles in our archive related to this topic. Below are 5 selected at random and available to all users of the site.

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.

Someplace like home

Holiday Corporation purchased consumer panel mail survey results to track trends in consumer travel habits. It also performed several follow-up research projects, including focus groups and follow-up telephone and mail surveys with panelists, to find out what features Homewood Suites would have to meet the specific needs of the target market and to test two potential concepts for its facilities.

The importance of data quality in advertising decision-making

In these harsh economic times, advertisers must put an emphasis on quality, both in terms of seeking to obtain high-quality data and also in making sure that the ad research they conduct adheres to high quality standards. The article outlines one research company’s multi-step guidelines for conducting quality-focused ad research.

The pharmacist is foremost

Standard Drug Company conducted a three-phased research program to determine its marketing strategy. To compare service levels among competitors, in Phase 1, participants shopped at Standard drug and its competitors, completed a questionnaire and participated in focus groups. The results of the first phase led to the development of 16 drugstore concepts that were tested using focus groups in Phase 2. The final phase applied a quantitative approach using telephone surveys of selected households.

Loosening the wheels of innovation

Seeking to extend its venerable brand, WD-40 conducted ethnographic research with workers in a variety of industries to uncover unmet needs. The research led to the introduction of two very successful products, the No-Mess Pen and the Big Blast.

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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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