Research Topics:

Product Development Research | Product Positioning Studies | Product Testing Research

Content Type:

Glossary

Concept Description Definition

A brief description of a new product or service. Also known as the concept statement.

A concept description defines and explains a new idea, product service or concept. Also known as the concept statement, it is a detailed narrative or visual representation to describe the essence and value of a concept. The description ensures that all relevant parties involved in the marketing process have a shared understanding of the concept. Important aspects of a concept description include reducing ambiguity, streamlining development, minimizing risk and aiding campaign success. Well-communicated ideas are more likely to resonate with target audiences and succeed in the market.

Who relies on concept description?

Marketing professionals look to concept description to communicate new ideas and concepts effectively. Product development teams rely on the process to understand and refine product or service concepts. Executives and decision makers use the concept to make informed choices about which concepts to consider.

Why should I care about concept description?

Concept description plays several roles in marketing research, including: ensuring clarity, as it helps prevent misunderstandings and misinterpretations among team members and stakeholders; decision-making, in that well-described concepts facilitate informed decisions about resource allocation and strategy; innovation, in that it supports the development of innovative products and services that meet market needs; and communication, in that effective concept descriptions enhance communication and collaboration in marketing projects.