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.

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.

Find out if success is in the cards

A method for building concept statements with consumers to get at what is truly important to them is outlined. Words or phrases are written on cards and shown to respondents, who sort them based on relevance, appeal and similarity. The underlying emotional reasons for the sort can be probed, leading to insights into consumer motivation that might not otherwise be apparent.

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.

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.

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.

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Specialties

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

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