Concept Marketing 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.

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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Related Articles

There are 45 articles in our archive related to this topic. Below are 5 selected at random and available to all users of the site.

Guidelines for success

Twelve steps in the development of product names, brand concepts and ad copy are explored, from testing a control to tolerating respondents who nit-pick.

Feedback portals can engender customer goodwill, satisfaction

If you make your most-engaged customers feel as though they are part of the very fabric of your business they will quickly become one of your most important strategic assets. Building and establishing an online feedback portal, which is explained here, can help create an ongoing dialog with these customers.

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.

Inhabit the user's world

For designers of new products, the author recommends conducting role play exercises in which the participants put themselves in the users’ shoes. By paying attention to physical and emotional reactions to situations encountered during the role play, designers can create products that that really serve users’ needs.

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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Specialties

• Concept Development
• Concept Optimization
• Concept Research
• Concept Testing

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