Concept Marketing Research

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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.

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.
A look at the buying process model: This article explains a method called the buying process approach, which helps pharmaceutical firms closely examine how patients move through the health care system. By identifying areas where problems occur and understanding how those problems affect patients’ use of health care brands, marketers can design strategies to overcome roadblocks.
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.
A framework for understanding ad effectiveness: The author outlines her 4 Cs of Truth in Communications process to explain how it can help frame and inform ad research projects. Marketers can use the concepts of comprehension, connection, credibility and contagiousness to make sure their ads resonate with consumers.

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There are 18 articles in our archive related to this topic. Below are 5 selected at random and available to all users of the site.

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.
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.
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.
Fluid and flexible: Office furniture maker Bretford used research with architects, interior designers and facility managers to create its new Liquid Power line of office furniture. Aiming at high-tech companies, the company and its design company partner sought to develop an office furniture system that could easily adapt to demand for electrical outlets and quickly changing personnel needs.
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.

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Related Glossary Terms

Advertising research: The category of research involving advertising and including research on ad concepts, design, exposure, recall, communication, persuasion, response and sales response.
Concept testing: The process of testing approaches, positioning statements or creative presentations with the target audience before a new product or ad is developed further.

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Related Events

FUSE: RECLAIM THE FUTURE: April 14-16, 2010; IIR will hold a conference focused on design and culture and brand identity and packaging on April 14-16 at the Trump International Hotel and Tower in Chicago.
INFOSURV WEBINAR: TAPPING "THE WISDOM OF CROWDS" TO PREDICT THE FUTURE: PREDICTION MARKETS FOR CONCEPT TESTING: May 6 at 1 p.m. EDT, 2010; Infosurv will host a Webinar, themed 'Tapping 'The Wisdom of the Crowds' to Predict the Future: Prediction Markets for Concept Testing,' on May 6 at 1 p.m. EDT.

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