If you’re in marketing research, it’s very likely that you evaluate a large amount of concepts a year… so do we! We’d like to share with you what we’ve learned about making a solid concept to test in order to get realistic results. Most concepts need the basics:
There are always exceptions to the rule and sometimes not all of the above apply. As a rule of thumb, it’s usually good to include the above components in your concept. Also think about what effort the company is going to put behind this new product, service, line extension, etc. If most ideas that you test and move forward with are going to be put on the shelf or included in your offering with no advertising support behind it, then re-think the “standard” concept that you might be planning to show. If when testing a concept you’re clearly laying out the unique proposition, spend 3-4 well defined sentences telling your story of what makes this offering great and why it’s the right choice, but ultimately all those great words are never going to be shared with potential buyers (except for a call-out on the package and three new words) then what your testing doesn’t accurately reflect the potential consumer buying experience.
There is obviously a lot more we can say about concepts and concept evaluation methods and don’t even start us on “norms”… but those are topics for another quarter perhaps. The above are some inputs we’ve found from experience that make concept ratings actionable. If you’ve had other experiences that you’d like to share with us, please send us your comments!