Research Topics:

Concept Development | Concept Optimization | Concept Research | Concept Testing

Content Type:

Glossary

Concept Optimization Definition

A research approach that evaluates how specific product benefits or features contribute to a concept's overall appeal to consumers. Results are used to select from the options investigated to construct the most appealing concept from the consumer's perspective.

Concept optimization is the refinement and enhancement of marketing concepts, ideas or strategies to maximize their effectiveness with connecting with target audiences. In other words, it is a research approach that evaluates how specific product benefits or features contribute to the overall appeal to consumers. The process involves analyzing and tweaking the elements of a concept – messaging, visuals, features and benefits, for instance – to determine their appeal to consumers and to drive desired outcomes. Concept optimization eliminates the need of businesses to rely on intuition or assumptions in product development by providing data-driven insights.

Who relies on concept optimization?

Businesses, marketing researchers, brands, product managers and advertising agencies – basically, anyone involved in developing and promoting products or services – use concept optimization to help avoid costly mistakes and to ensure that resources are invested in ideas with a higher chance of success in the market. 

Why should I care about concept optimization?

Concept optimization helps prevent businesses from relying solely on intuition or assumptions. Instead, the process provides entities with insights on a concept’s overall appeal to consumers. The process identifies and fixes potential conceptual issues early in development, thus saving resources, time and effort. The bottom line is that concept optimization improves the likelihood of launching products or services that meet customer needs.