\nHow well does your target consumer understand the new product concept you\u2019ve worked so hard to develop\u2026?<\/h4>\n<\/blockquote>\n<\/div>
PRODUCT CONCEPT CHECKS<\/h3>\n<\/div><\/div><\/div><\/div>
Guidance When You Need It<\/strong>\u00a0In most new product development efforts there is a middle stage at which the broad contours of the product or service have been sketched out, but positioning ideas, the hierarchy of key features and the list of relevant support points may remain up for grabs. At that point, a qualitative product concept check can quickly bring focus to your program.<\/p>\n<\/div><\/div><\/div><\/div><\/div>
\u201cRED FLAG\u201d CHECK AT AN EARLY STAGE<\/h6>\n<\/div><\/div><\/div>
Find Out What\u2019s Working and Why<\/strong>\u00a0A well-executed concept check focuses on the factors that are critical to the success of any new product or service:<\/p>\n
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- Clarity of presentation<\/li>\n
- Relevance to the members of the presumed target audience<\/li>\n
- Perceived uniqueness or distinctiveness of benefits and support points<\/li>\n
- Plausibility of the product story: clear \u201creasons to believe\u201d the claims being made<\/li>\n
- Assessed fit with the parent brand\u2019s heritage, scope and personality<\/li>\n
- Overall appeal<\/li>\n<\/ul>\n<\/div><\/div><\/div><\/div><\/div>
IDENTIFYING THE MOST PROMISING DIRECTIONS<\/h6>\n<\/div><\/div><\/div>
A Quick Check on the Direction<\/strong>\u00a0A qualitative concept check will immediately highlight any problems with wording, presentation, perceived logical linkages and unintended missteps in the product\u2019s presumed relationship with the consumer. \u00a0Potential problems with concept structure, benefit presentation, links with support points or related misperceptions can be detected and quickly corrected.<\/p>\n
A qualitative concept check is probably the most cost-effective way of determining whether your new product concept is well-conceived, easily communicated and resonates with the intended target group. \u00a0The technique is not designed to \u201cpick the winner\u201d \u2013 but it will help you to quickly focus on those approaches that have the best potential going forward.<\/p>\n<\/div><\/div><\/div><\/div><\/div>