Concept development is the
process of developing product concepts and refining them repeatedly till
they convey the envisioned product in a compelling and credible manner.
A cross-functional project team which importantly includes R&D is
recommended for this purpose.
The product concept is the depiction of an envisioned
product. This usually takes the form of a concept board that describes the
idea in text, image and/or drawing. A prototype is not recommended at this
stage where the concept has yet to undergo substantial refinement.
To engage consumers in the development effort,
the process takes the form of a two or three-stage sequential series of group
discussions, sometimes referred to as concept development clinics.
In the first stage of group discussions, the
concept development team members engage with respondents, introduce them to the
product concepts and work with them to explore, prioritise and evolve ideas.
After the group discussions, the project team reviews the thoughts that emerged
and incorporates them into the refined concept boards.
Subsequent stages of group discussions aim to repeatedly
refine the concepts so that they depict the marketing insight and product
benefit in a compelling and credible manner. The improved concept boards are now
ready for concept screening.
Concept Screening
Concept screeners help
prioritize and select the most promising among a broad range of concepts. In
consumer marketing, typically quantitative research methods are used for
concept screening, whereas in business marketing qualitative approaches will be
used especially where the customer base is limited.
Since no prototype samples are available for
respondents to use for evaluation, the sales forecasting capabilities of
concept screeners is limited. Unlike simulated test markets, only ballpark
volume estimates based on assumed repeat performance can be generated in
concept product tests. These screeners, however, do serve their intended purpose
to prioritize concepts. More details about concept screeners for
fast moving consumer goods are covered under Simulated Test Markets in
Chapter Product Validation.
