5 common concept development pitfalls... and how to avoid them

Download 5 Common Concept Development Pitfalls... And How to Avoid Them

Post on 31-Oct-2014




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We all know the fundamentals, but sometimes we're all moving so fast we can forget. Well we're here to help! We got all our research experts in a room and asked what are the 5 most common pitfalls they see when working with our customers every day in the concept development process.


  • 1. 5 Common Concept Development Pitfalls And How to Avoid Them Matt Warta CEO & Co-Founder, GutCheck Leonard Murphy Chief Editor & Principal Consultant, Greenbook Deb Roberts Director of Client Services, GutCheck @mwarta @lennyism @gutcheckit
  • 2. Please Tweet and Join! @gutcheckit #AgileMarketResearch Join the Agile Market Research group on LinkedIn +
  • 3. 3 GutCheck Summary WHAT WE DO GutCheck is an agile research solution that delivers the prescriptive consumer insights that help your products and advertisements win.
  • 4. 4 Agile Market Research eBook Read the eBook
  • 5. 5 GutCheck Services
  • 6. 6 Product Development Cycle
  • 7. 7 Intro Story
  • 8. 8 3 Themes System 1 vs. System 2 Thinking Communication 101 Competitive / Unmet Need
  • 9. 9 System 1 vs. System 2 Thinking
  • 10. 10 Best Practice Tips People feel better about their emotional choices Have a positive problem (not negative) Dont tell people about their emotions Pitfall #1 Kid Tested, Mother Approved VS
  • 11. 11 System 1 vs. System 2 - How to solve? Non-conscience Understanding BIOMETRICS Affectiva Innerscope Glassic NEURO Sands Research Neurensics NeuroSpire IMPLICIT Sentient Decision Science Forbes Consulting Protobrand BrainJuicer QUAL GutCheck Online Communities
  • 12. 12 Communication 101
  • 13. 13 Pitfall #2 U R Not the Customer Best Practices You cant see the forest through the trees Have someone else read it Test with consumers - dont use your own judgment 1999 The Matrix
  • 14. 14 Pitfall #3 TMI / TLDR Best Practices Never overestimate the consumer Never use crazy big words or internal jargon KISS (Keep it simple stupid) TLDR (Too long, didnt read) Dont use too much text things just get lost
  • 15. 15 Pitfall #4 Looks do matter Best Practices Clear fit to concept Detailed illustration Complement and clarify No new information Avoid confusion
  • 16. 16 Communication 101 How to solve? THE PRODUCT REFINEMENT GutCheck Online Communities PACKAGING GutCheck Online Communities Google Surveys IHUT GutCheck InsightsNow TasteMakers Q Research IN STORE GutCheck Field Agent GigWalk
  • 17. 17 Competitive / Unmet Need
  • 18. 18 Pitfall #5 Cant swing a dead cat
  • 19. 19 Competitive / Unmet Need How to solve? 3 Step Process GutCheck Online Communities Revelation (FocusVision) QualVu Ethnography 1 2 GutCheck Nielson IPSOS Instant.ly Quantitative 3 GutCheck Online Communities Qualitative
  • 20. 20 Recap System 1 vs. System 2 Thinking Communication 101 Competitive / Unmet Need Pitfall #1 Kid Tested, Mother Approved Pitfall #2 U R Not the Customer Pitfall #3 TMI / TLDR Pitfall #4 Looks do matter Pitfall #5 Cant swing a dead cat
  • 21. Question & Answer Session 21
  • 22. Thank You! Join the Agile Market Research group on LinkedIn + (877) 990 - 8111 Matt@gutcheckit.com @GutCheckit
  • 23. Image Attribution Jerry in the sugar isle face down Image Source: Jerry in the sugar isle face down Creative License: https://creativecommons.org/licenses/by-sa/2.0/ Photographers Reflection Image Source: Photographers Reflection Creative License: https://creativecommons.org/licenses/by/2.0/ My Toyota Matrix Image Source: My Toyota Matrix Creative License: https://creativecommons.org/licenses/by/2.0/ toaster Image Source: toaster Creative License: https://creativecommons.org/licenses/by-sa/2.0/ Car Sales USA Image Source: Car Sales USA Creative License: https://creativecommons.org/licenses/by/2.0/ Tennis Balls (Alterations from original Color Change to Blue) Image Source: Tennis Balls Creative License: https://creativecommons.org/licenses/by-sa/2.0/ Lobster Dog Image Source: http://adfailure.com/ad-fails/popular/32212-looks-legit-to-me