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Concept Research

We've grouped together all the information our site contains on concept research to help you quickly and easily find related articles, suppliers, events, jobs, associations, glossary definitions and more.

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.

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.
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.
Qualitatively Speaking: Involving your core users
Lego and other firms have profited from getting key customer groups involved in product development. This approach can lead to creating products that have a built-in audience as well as generating goodwill among core users of your products.
Drawing creativity from chaos
In the midst of a massive reorganization process, one company found a way to use brainstorming techniques to develop new product ideas.
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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Related Articles

There are 12 articles in our archive related to this topic. Below are 5 selected at random and available to all users of the site.

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.
Alternative qualitative approaches in new product research
So much has been written concerning the “actionable limitations” of focus groups that it’s not surprising to hear some researchers groaning for forthright guidance when exploring new products and concepts. This article addresses how a “fresh” look at new product exploration opens the door to a host of alternative research methodologies. The discussion includes an example of how continuous improvement in the workplace can be addressed using similar non-traditional qualitative research tools.
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.
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
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.

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Related Glossary Terms

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 Discussion Topics

Brand and Price Experiment with discrete choice Analysis
10/06/2007 by Sarah Schwemin
VW Pricing
05/22/2007 by Robert Beaulaurier
Price Research using Van Westendorp Technique
05/17/2007 by Tom Hinkel
Three articles on using Van Westendorp Technique
05/09/2007 by Dan Quirk
vW Model is Unaided
05/08/2007 by William Bailey

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Related Events

AMA MARKETING RESEARCH BOOT CAMP
May 22-23, 2008
The American Marketing Association will hold its Marketing Research Boot Camp on May 22-23 at the Embassy Suites in Chicago. For more information visit www.marketingpower.com.
CASRO CLIENT CONFERENCE
June 3, 2008
The Council of American Survey Research Organizations will hold its client conference on June 3 in New York. For more information visit www.casro.org.

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