{"id":18655,"date":"2021-10-04T19:33:09","date_gmt":"2021-10-04T12:33:09","guid":{"rendered":"https:\/\/staging.cimigo.com\/?post_type=solution&p=18655"},"modified":"2022-02-17T13:51:24","modified_gmt":"2022-02-17T06:51:24","slug":"concept-development-and-testing","status":"publish","type":"solution","link":"https:\/\/staging.cimigo.com\/en\/solution\/concept-development-and-testing\/","title":{"rendered":"Concept development and testing"},"content":{"rendered":"\r\n

Concept writing guide<\/h3>\r\n\r\n\r\n\r\n

Concept writing, development and iteration is an integral part of new product development<\/a> and advertising development.<\/a> Distilling concepts to make them simple is the hardest part of concept writing. The closer to real communication and the more grounded in reality the better. A clear and single-minded concept prevents exposing verbose boring stimulus which only serves to frustrate participants (your target consumers).<\/p>\r\n\r\n\r\n\r\n

It is not possible to realistically communicate your brand architecture through in market communications. A thorough verbose concept may test well (becomes hard to argue with the rationale your concept promotes) but fails to reflect your in-market reality to communicate.<\/p>\r\n\r\n\r\n\r\n

The best concepts are simple and consist of:<\/p>\r\n\r\n\r\n\r\n

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Concept development<\/h3>\r\n\r\n\r\n\r\n

Concept development is iterative to optimise product ideas for your target groups<\/a>. It typically involves exposing several concepts amongst focus groups with the target group participants. These may be different product ideas or the same product with a different benefit focus; emotional, consumer of functional benefits. Exposing concepts which are directionally different in their proposition and the key supporting benefits helps learn at what level it is necessary to communicate.<\/p>\r\n\r\n\r\n\r\n

For example<\/p>\r\n\r\n\r\n\r\n

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This helps to unveil which resonate with the consumer and which do not. It helps the moderator to facilitate the participants to optimise the concept, to that which will be the most compelling. Note that the learning from what does not work well, is often the most insightful.<\/p>\r\n\r\n\r\n\r\n

After each focus group discussion, the Cimigo and your team will reconvene to summarise learning’s from the group to allow for refinement and optimisation of the concepts with the objective of having the final proposition messaging at the end of all the group discussions.<\/p>\r\n\r\n\r\n\r\n

The discussion is moderated to provide the target group\u2019s perspective on;<\/p>\r\n\r\n\r\n\r\n

Understand the decision and shopping journey;<\/strong><\/p>\r\n\r\n\r\n\r\n