step 4: concept development

How can you ensure that your concepts have the best chance of success?

• What should you include in your concept?
• What is the most consumer friendly language to use?
• How should you describe the ingredients?
• Are the usage instructions clear?
• Do consumers have enough information to make a purchase decision?
• How can the concepts be improved?

How we can help

Cambridge MR provides a qualitative concept development and optimisation service. Our concept development workshops involve a number of iterative group discussions, where concepts are improved and updated as the day progresses, resulting in consumer-friendly concepts to include in quantitative research.

During our drill-down, we examine all features of the concept to ensure total consumer clarity.

Where you may have a few concepts which communicate the same concept idea, our concept development technique will identify those that resonate most with consumers.

With this qualitative stage, we can also shortlist the most viable concepts to submit for quantitative testing.

We would be delighted to share our concept writing tips with you.