How to write concepts for testing

with consumer research

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How to write concepts for testing

with consumer research

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From Concept

to Concept Testing.

WHAT IS A CONCEPT?

‘Raw’ Idea‘Raw’ Idea ‘Raw’ Idea

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A Raw

Idea.

A product or

service concept.

A Positioning

concept.

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USUALLY TESTING INVOLVES A PROCESS FROM DEVELOPING RAW TO FINISHED CONCEPTS TO GAIN

CONSUMER FEEDBACK

Ideation

(and then agile quant)

Explore best ideas

(qual)

Market Sizing

Launch

(quant)

Concept Test

(quant)

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SUCCESSFUL

PRODUCT

LAUNCH

40 -100 RAW IDEAS

OR STATEMENTS 5 – 10DRAFT CONCEPTS

3-5CONCEPTS

1-2CONCEPTS

‘Raw’ Idea ‘Raw’ Idea

Qual test:

Focus Group

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WHAT DOES TESTING LOOK LIKE?

Quant test:

Online survey

How to write concepts for testing

with consumer research

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Concepts that work

are based on

good consumer insight

How to write concepts for testing

with consumer research

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“Great concepts bring new

product experiences to life

…and when they are based on

authentic customer insights…

Consumers can connect with

them in a more meaningful way”

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WRITING GOOD CONCEPTS IS PART ART, PART SCIENCE

COOL ideas are not enough for consumers.

Ideas or Concepts must have the

IMPERATIVE to BUY

The ART is a short and clear value proposition

THAT EXCITES

The SCIENCE is getting the formula RIGHT,

FOR THE RIGHT TARGET AUDIENCE

The formula is stitching together a KILLER

INSIGHT

With BENEFITS THAT MOTIVATE YOUR

TARGET and a CREDIBLE Reason to

Believe

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KILLER INSIGHTS ANSWER STRATEGIC QUESTIONS

SETTING UP

WHY Consumer

NEEDS your

product or

service

That your

BRAND can do

something about

CONTEXT of

why you exist

In a way that is

COMMERCIALLY

ACTIONABLE

And are related to the category but not about the product

BASED on a

fundamental

TRUTH.

PAIN POINT OR

COMPELLING

BELIEF

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WELL WRITTEN INSIGHTS START FROM THE CONSUMER NEED OR BELIEF

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GETTING TO THE KILLER INSIGHT

I want a personal trainer wake me in the morning so I never miss out on my exercise

Need to understand WHY that is REALLY important

Because I don’t trust myself to manage my own fitness routine

‘Raw’ Idea‘Raw’ Idea

Insight:I believe that …being a mum is the one job you

can’t call in sick for

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KILLER INSIGHTS ARE COMPELLING BECAUSE THEY ANSWER ‘WHY’ QUESTIONS

Insight:Its important to me that...[someone] recognises that

it’s not just the champion athlete or weekend warrior

that strives to push their own limits.

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KILLER INSIGHTS CAN JUST BE SIMPLE PLAIN TRUTHS THAT ALIGN WITH OR DRIVE CURRENT TRENDS

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KILLER INSIGHTS CAN BE ENDURING EMOTIONAL FACTS & PROVIDE A GREAT BRAND STORY

INSIGHT CHECKLIST

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How to write concepts for testing

with consumer research

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Finding benefits

that motivate consumers.

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BENEFITS CAN BE RATIONAL OR EMOTIONAL

Rational benefits are all about what the consumer

gets

I get… (consumer needs)• My kids get…

• My patient gets…

Emotional benefits are about how the consumer

feels – usually deprived of OR wanting more of…

I feel… (consumer wants, desires)• I want…

• My kids need…

RATIONAL BENEFITS ARE OFTEN EASIER TO BEGIN WITH

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- Rational benefit: of our product is longer lasting

- WHY IS THAT IMPORTANT?

Because I want to spend more time without pain

- SO WHAT?

So I can join in more and be part of the fun

- SO WHAT?

So people don’t see me as different

- WHY IS THAT IMPORTANT?

- Emotional Benefit: Because…I want to feel just

like everyone else

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FIND A WAY TO MAP YOUR BRAND BENEFITS AGAINST YOUR CONSUMER AND YOUR COMPETITORS

What your

customer

WANTS

What your

brand does

BEST

What your

competitor

does BEST

WIN

INSIGHTS

BENEFITS

UNIQUE

BENEFITS

WIN

BENEFIT CHECKLIST

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How to write concepts for testing

with consumer research

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Making

a believable concept.

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WHAT IS THE PROOF TO THE CONSUMER?

RTBs can be broad in scope- Features of the product

- Technology or processes Ingredients

- Facts about the product

- History or story of how it was created

- Endorsements or associations

- Claims

- Special sounds, textures, appearance

Reasons to Believe (RTBs) are the proofpoints

that promise the consumer that they will get the benefit

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VISUALS ARE CRITICAL TO HELP THE CONSUMER ENVISION USING YOUR PRODUCT

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USE A PROCESS TO CREATE YOUR CONCEPT

1. Consumer insight

2. Key Consumer

Benefit

3. Reason to Believe

4. Supporting material

1

2

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WRITING A CONCEPT FOR PRODUCT TESTING

Concept

Building Block Description

A short description of the most important idea in the concept

DESCRIBES THE PROBLEM, OPPORTUNITY OR ASPIRATION that the consumer benefit is meant to address

Describes the primary benefit and advantage of the product to THE TARGET CONSUMER. Addresses the

consumer need: rational and/or emotional

Explains why a product will deliver the benefit promised, that is, the reason to believe

There are three main types of support:

1) Hard evidence such as product features

2) Third party recommendation such as professional associations, even celebrities!

3) Brand track record that leverages consumer satisfaction or trust in the brand

Describe KEY ATTRIBUTES of the product as required such as price, format, pack size, variants

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WRITING A POSITIONING CONCEPT

New Clean Streak, for unbeatable cleaning on any surface

Don’t you wish one product could clean all the rooms in your house?

Think of the money you could save

New Clean Streak has the power to clean any household surface,

wipe on, wipe off – it’s as easy as that!

Clean Streak has 5 times the power of the leading cleaning product

Available in easy to use trigger packs in two great fragrances

CLE

AN

ST

RE

AK

Huggies 3 Way Skin Care System

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BEST IN CLASS CONCEPT READY FOR TESTING

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CONCEPT WRITING CHECKLIST

How to write concepts for testing

with consumer research

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LETS talk about

your concepts

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EXPANDING YOUR VOCABULARY OF POSITIVE FEELINGS WORDS

Happy Caring Excited Generous RelaxedCheerful

Light-hearted

Joyful

Serene

Wonderful

Up

Excited

Glowing

In high spirits

Content

Radiant

Caring

Fond of

Respectful

Admiration

Concern for

Hold dear

Compassionate

Taken with

Trust

Close

Kind

Thrilled

Ecstatic

Overjoyed

Elated

Sensational

Exhilarated

Fantastic

Terrific

Euphoric

Enthusiastic

Delighted

Indulgent

Laissez-faire

Liberal

Accommodating

Benevolent

Giving

Helpful

Big hearted

Open minded

Permissive

Free wheeling

Easy going

Laid back

Calm

Cool

In control

Tranquil

Peaceful

Serene

Quiet

Comfortable

Stress Free

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EXPANDING YOUR VOCABULARY OF NEGATIVE FEELINGS WORDS

Confused Hurt Angry Lonely Guilt/ ShameMixed-up

Disorganized

Foggy

Troubled

Lost

At loose ends

Frustrated

Flustered

Ambivalent

Disturbed

Helpless

Embroiled

Hurt

Belittled

Overlooked

Criticized

Ridiculed

Devalued

Scorned

Mocked

Used

Slammed

Slandered

Cheapened

Resentful

Irritated

Hostile

Annoyed

Upset with

Agitated

Aggravated

Offended

Antagonistic

Exasperated

Spiteful

Vindictive

Lonely

Alienated

Estranged

Remote

Alone

Apart from others

Insulated from

others

Ashamed

Guilty

Remorseful

Crummy

To blame

Lost face

Demeaned