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Concept 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.

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.

Guidelines for success
Twelve steps in the development of product names, brand concepts and ad copy are explored, from testing a control to tolerating respondents who nit-pick.
Inhabit the user's world
For designers of new products, the author recommends conducting role play exercises in which the participants put themselves in the users’ shoes. By paying attention to physical and emotional reactions to situations encountered during the role play, designers can create products that that really serve users’ needs.
Qualitatively Speaking: Involving your core users
Lego and other firms have profited from getting key customer groups involved in product development. This approach can lead to creating products that have a built-in audience as well as generating goodwill among core users of your products.
Drawing creativity from chaos
In the midst of a massive reorganization process, one company found a way to use brainstorming techniques to develop new product ideas.
Loosening the wheels of innovation
Seeking to extend its venerable brand, WD-40 conducted ethnographic research with workers in a variety of industries to uncover unmet needs. The research led to the introduction of two very successful products, the No-Mess Pen and the Big Blast.

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Related Articles

There are 15 articles in our archive related to this topic. Below are 5 selected at random and available to all users of the site.

Alternative qualitative approaches in new product research
So much has been written concerning the “actionable limitations” of focus groups that it’s not surprising to hear some researchers groaning for forthright guidance when exploring new products and concepts. This article addresses how a “fresh” look at new product exploration opens the door to a host of alternative research methodologies. The discussion includes an example of how continuous improvement in the workplace can be addressed using similar non-traditional qualitative research tools.
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.
Trade Talk: Success by design
A design-related conference held by the Marketing Science Institute offered a number of insights from product developers at Hewlett-Packard and Procter & Gamble.
Getting more golden eggs without killing the goose
For single-product companies considering moving away from a single-product strategy, there is a challenge for how to do so without killing the brand that has given so much over the years. By way of example, this article provides suggestions on refocusing innovation.
Testing product innovations: a case history
Without disclosing the exact nature of the innovation to respondents, General Electric used multiple-part independent research to determine the viability of product innovation.

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Related Glossary Terms

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.

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Related Discussion Topics

Brand and Price Experiment with discrete choice Analysis
10/06/2007 by Sarah Schwemin
VW Pricing
05/22/2007 by Robert Beaulaurier
Price Research using Van Westendorp Technique
05/17/2007 by Tom Hinkel
Three articles on using Van Westendorp Technique
05/09/2007 by Dan Quirk
vW Model is Unaided
05/08/2007 by William Bailey

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Related Events

AMA SUMMER MARKETING EDUCATOR"S CONFERENCE
August 8-11, 2008
The American Marketing Association will hold its summer marketing educator’s conference on August 8-11 at the Sheraton San Diego Hotel & Marina in San Diego. For more information visit www.marketingpower.com/research.
AMA ANNUAL RESEARCH CONFERENCE
September 14-17, 2008
The American Marketing Association will hold its annual marketing research conference on September 14-17 at the Boston Marriott Copley Place in Boston. For more information visit www.marketingpower.com/research.

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