Concept Marketing Research

We've grouped together all the information our site contains on concept research to help you quickly and easily find related articles, suppliers, events, jobs, associations, glossary definitions and more.

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Recent Articles

Below are the 5 most recent articles on this topic. These articles were published within the last three years and are only available to registered subscribers.

How research helped develop the USPS’s Sample Showcase program: In an era when the e-mail in-box is seemingly king, the USPS used qualitative research to help bring some excitement back to postal mail with a new product sampling program.
Using research to avoid the pitfalls of concept development: The author discusses the importance of strong concept-writing and offers guidance on how to avoid seven common blunders of concept development.
Why Web-assisted TDIs are a cost-effective qualitative methodology: The author explores the pros and cons of Web-assisted tele-depth interviews, suggests usage examples and offers a host of best practices to get the most from the technique.
Best practices to improve new product concept testing: The author draws on his 30 years of experience to offer guidelines on how concept testing should be implemented to achieve maximum benefit.
Does your concept have what it takes to hit its target?: Innovation may seem like a daunting undertaking, with few signposts to guide the trailblazers of new ideas. However, there is a roadmap that can assist innovators along an effective concept development path and improve the odds of success.

See more articles on this topic

There are 24 articles in our archive related to this topic. Below are 5 selected at random and available to all users of the site.

Trade Talk: Success by design: A design-related conference held by the Marketing Science Institute offered a number of insights from product developers at Hewlett-Packard and Procter & Gamble.
The pharmacist is foremost: Standard Drug Company conducted a three-phased research program to determine its marketing strategy. To compare service levels among competitors, in Phase 1, participants shopped at Standard drug and its competitors, completed a questionnaire and participated in focus groups. The results of the first phase led to the development of 16 drugstore concepts that were tested using focus groups in Phase 2. The final phase applied a quantitative approach using telephone surveys of selected households.
Blueprints to successful concept development: The second of a two-part series on successful concept development, this article explains the tactical process and specific qualitative and quantitative tools for evaluating and enhancing concepts that lead to products consumers will love.
A look at four important methodological questions for online research: The impact of several online research practices - including sending survey reminders, use of generic survey invites and excluding partial completes - is examined, with the aim of developing methods to improve statistical rigor.
Testing product innovations: a case history: Without disclosing the exact nature of the innovation to respondents, General Electric used multiple-part independent research to determine the viability of product innovation.