The process generally centers on determining which set of features, attributes, and potential benefits are most likely to drive purchase intent with the target consumer. The most effective approach is generally a combination of careful research and uncompromising editing.
Determining Attribute & Benefit Importance We have extensive experience with a range of techniques for determining the relative importance of potential product attributes and benefits. We would be happy to walk you through the many options to identify the one that will best fit your needs.
- We also have developed an innovative technique that we recommend for specific situations. Our approach is qualitative analogue to discrete choice modeling that is based on a simulated shopping experience. The technique, q-RAI, highlights those factors most likely to drive consumer choice among competing product offerings at shelf. Learn more here…
Qualitative Concept Checks Everyone works hard to align their new product attributes and benefits for maximum impact. Even so, many new product ideas and brand extension concepts fail simply because they are poorly presented. Because of inadvertent miscues in language or presentation the target audience cannot understand the intended purpose, functions, features or benefits.
- A series of qualitative concept checks, timed to support critical milestones in the new product development cycle, is the most effective approach for ensuring that your team’s best ideas are being continuously refined and effectively communicated.
- Unrealistic claims, awkward imagery, and problems with wording and presentation can be quickly identified and corrected as you move forward.
- A qualitative concept provides the essential dialogue with your target consumers to ensure that your most promising ideas are being heard and fully understood. Read more here…