Concept Marketing Research

We've grouped together all the information our site contains on concept research to help you quickly and easily find related articles, suppliers, events, jobs, associations, glossary definitions and more.

You can narrow the topic further by clicking on a specific category below.

Recent Articles

Below are the 5 most recent articles on this topic. These articles were published within the last three years and are only available to registered subscribers.

Overcome these common hazards to seize their potential: This article explains to how effectively execute a mixed-method market research project and avoid having the many facets end up as little more than disparate parts of an incomplete whole.
Laddering showed Infiniti how drivers viewed its Around View Monitor technology: Infiniti used laddering to better understand how a host of new technologies met, or didn’t meet, car buyers’ unstated psychological motivations and how the technologies supported the Infiniti brand.
A look at the buying process model: This article explains a method called the buying process approach, which helps pharmaceutical firms closely examine how patients move through the health care system. By identifying areas where problems occur and understanding how those problems affect patients’ use of health care brands, marketers can design strategies to overcome roadblocks.
Adding ‘prosumers’ to your groups can provide a creative boost: Under the right circumstances, including - rather than excluding - marketing professionals normally screened out of focus groups can lead to breakthroughs. Examples from British Airways and WD-40 are cited to illustrate how this approach has helped develop new products and services.
A framework for understanding ad effectiveness: The author outlines her 4 Cs of Truth in Communications process to explain how it can help frame and inform ad research projects. Marketers can use the concepts of comprehension, connection, credibility and contagiousness to make sure their ads resonate with consumers.

See more articles on this topic

There are 18 articles in our archive related to this topic. Below are 5 selected at random and available to all users of the site.

Recording a revolution: To identify audience interest and needs for EQ, a music recording publication, researchers mailed a survey to potential readers. The study inventoried advertisements in industry publications to estimate the potential market share and it employed informal interviews with industry contacts to ascertain the market potential. The researchers also tested potential titles by asking regional and national distributors to respond to dummy magazine covers.
Innovate safely: There is a growing need in the research industry for consultants who specialize in assisting corporations with new product development. This article discusses nine ways to avoid shooting yourself in the foot as you plan and execute your next ideation session.
Blueprints to successful concept development: Successful product development requires a solid foundation. This first of two articles introduces the four cornerstones of successful concept development: consumer wants and needs, emotional connections, brand equity, and competitive landscape.
Focus groups shape successful ad campaign for Oasis Laundries: After using customer feedback to better its product, Oasis Laundries used focus groups with multiple target customer types to develop its ad campaign. Customer surveys are used on an ongoing basis to determine location-specific preferences.
Find out if success is in the cards: A method for building concept statements with consumers to get at what is truly important to them is outlined. Words or phrases are written on cards and shown to respondents, who sort them based on relevance, appeal and similarity. The underlying emotional reasons for the sort can be probed, leading to insights into consumer motivation that might not otherwise be apparent.

See more articles on this topic

Related Glossary Terms

Advertising research: The category of research involving advertising and including research on ad concepts, design, exposure, recall, communication, persuasion, response and sales response.
Concept testing: The process of testing approaches, positioning statements or creative presentations with the target audience before a new product or ad is developed further.

Search for more...

Related Associations

View more related associations...

Related Events

FUSE: RECLAIM THE FUTURE: April 14-16, 2010; IIR will hold a conference focused on design and culture and brand identity and packaging on April 14-16 at the Trump International Hotel and Tower in Chicago.
INFOSURV WEBINAR: TAPPING "THE WISDOM OF CROWDS" TO PREDICT THE FUTURE: PREDICTION MARKETS FOR CONCEPT TESTING: May 6 at 1 p.m. EDT, 2010; Infosurv will host a Webinar, themed 'Tapping 'The Wisdom of the Crowds' to Predict the Future: Prediction Markets for Concept Testing,' on May 6 at 1 p.m. EDT.

View more Related Events...

Related Suppliers: Research Companies from the SourceBook

Click on a category below to see firms that specialize in the following areas of research and/or industries

Specialties

Conduct a detailed search of the entire Researcher SourceBook directory

Site Search

Concept Marketing Research

Recent Articles

Related Articles

Related Glossary Terms

Related Discussion Topics

Related Associations

Related Events

Page Tools

Related Suppliers: Research Companies from the SourceBook

Specialties

Related Job Postings