GIM Concept
Preventing product flops with systematic concept research
Topic
The product concept is a central element of product research. What is surprising is that what is understood by “concept” often varies from company to company, but also at an internal level (e.g. between R&D and Marketing): Anything can be considered a “concept”, from a rough idea to an image or a feeling related to a product, or a simple verbal description.
We have been analyzing your product concepts for you since the foundation of our institute. We’ve been doing so on the basis of a constant and proven system: By “concept“, we understand a systematically structured text matrix which describes the idea behind your product. In this context, a concept always consists of three elements which address your central research questions:
- Insight: What is the specific “consumer insight“ in the context of this product?
- Benefit: What is the benefit this product offers in relation to the insight? How relevant is it? Does it have a USP in this context?
- RTB: How credible is the “sender“/ the company behind the product? Why should consumers believe the promised benefit?
The concept is at the heart of our product research, and to analyze it, we always follow the premise “Create a world with words!”: Your end customers’ imagination is supposed to generate images which invite them to enter a product world. This is how the product turns from an abstract offering into a response to consumer needs.
Depending on your special research objectives, concept research can be conducted in a variety of areas, for example:
- What is the position of your product within its life cycle?
- Would you like to develop a new concept?
- Or are you interested in a re-positioning of your product which you would like us to analyze?
- Are you planning any changes to your product which you wish to communicate, e.g. a new ingredient or a new formula?
- Who is the concept aimed at? Current users, non-users or lapsed users?
- And many more…
Toolbox
In order to develop, evaluate and of course optimize concepts in real life, we offer you a variety of different research solutions. Our spectrum ranges from the “classic” focus group to multi-step, modular methods. We are convinced that concept research can, but doesn’t always have to be “cutting edge”. For a qualitative concept test, it is often enough to conduct four to six meticulously designed focus groups in which the concepts are evaluated and discussed with regard to their potential for identification, relevance and credibility.
Apart from this, we offer you a range of different methods according to your needs:
- Co-creation: You and a group of consumers develop a concept together. This is an exciting journey during which all people involved will learn from each other. This process can take several weeks and include both online and offline modules.
- Concept labs: An iterative process during which consumer focus groups alternate with customer working sessions. Concept labs are dense and work-intensive and require a high level of involvement of the entire team. But they are worthwhile: Concept labs are highly time-efficient and can be completed within 1-2 days.
- Concept Weekend is a qualitative online test of concept ideas and includes group chats for a first concept evaluation, followed by a weekend discussion forum to discuss particular issues in greater detail. Concept Weekend is a lean research solution which provides a first feedback to concepts within a short period of time.
- Quantitative concept tests: Quantitative concepts tests are the appropriate option if you wish to determine the attractiveness and market opportunities of concepts and their potentials for optimization with a large sample. With this kind of test, you can identify the concepts which are most promising within the target group, determine price limits or define the ideal concept configuration.
- GIM InCoDe™ is a multi-step method integrating the generation of insights, the development of a concept and the concept test. GIM InCoDe™ can be applied in studies at a national and international level.
- Visualization is particularly necessary for products which are hard to describe verbally. In these cases, it is recommendable to plunge into your customers’ visual imagination, for example with special exploration techniques and, above all, a professional illustrator, so that ideas can be represented visually and then discussed.
A special GIM offering aimed directly at you are our client training sessions in Concept Writing:
When you draw up concepts, there are a series of stepping stones and opportunities to put your foot in your mouth. We want to spare you these experiences when you write a concept for the first time. This is why we have long been offering our clients professional training sessions where they learn the basic rules of concept writing. In one- or two-day workshops, you will learn about the basic structure of a concept and the most important dos and don’ts, and we give you the opportunity to apply your new skills in practice and give feedback. Upon request, we also offer this workshop with one or two subsequent consumer group discussions.
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