Concept development
Concepts which have potential need careful nurturing and development. Populus understands that most new concepts do not arrive perfectly formed and need polishing to see the underlying sheen. We therefore offer an iterative concept development solution which refines and improves in a step-by-step process.
Concept development aims to optimise and develop all elements of the marketing mix prior to a commercial launch or pre-launch trial. The process as minimum will therefore need to investigate:
- whether the concept is motivating and/or differentiating
- which needs or drivers does the concept deliver on
- what is the optimum construction for the concept
- whether the brand is suitable and has the credibility to deliver the idea
- what is the size of the potential market
- what price will respondents expect to pay for the concept
- how and where respondents expect the concept to be sold/delivered/used.
Consequently it is a multifaceted process which employs a wide range of qualitative and quantitative techniques. Moreover it can include iterative feedback mechanisms whereby stages may be repeated in or order to enhance the concept. However, not all concept development exercises are complex and can be as simple as a qualitative pre-stage followed by a quantitative review.