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
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GutCheck Summary
WHAT WE DO
GutCheck is an agile research solution that delivers the prescriptive
consumer insights that help your products and advertisements win.
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Agile Market Research eBook
Read the eBook
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GutCheck Services
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Product Development Cycle
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Intro Story
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3 Themes
System 1 vs. System 2
Thinking Communication 101 Competitive / Unmet
Need
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System 1 vs.
System 2 Thinking
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Best Practice Tips • People feel better about their
emotional choices
• Have a positive problem (not
negative)
• Don’t tell people about their
emotions
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Pitfall #1 – Kid Tested, Mother Approved
VS
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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
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Communication 101
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Pitfall #2 – U R Not the Customer
Best Practices
You can’t see the forest through
the trees
• Have someone else read it
• Test with consumers - don’t use
your own judgment
©1999 The Matrix
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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, didn’t read)
– Don’t use too much text – things just
get lost
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Pitfall #4 – Looks do matter…
Best Practices
Clear fit to concept
• Detailed illustration
• Complement and clarify
• No new information
• Avoid confusion
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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
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Competitive /
Unmet Need
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Pitfall #5 – Can’t swing a dead cat…
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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
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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
Can’t swing a dead cat…
Question & Answer Session
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(877) 990 - 8111 [email protected] @GutCheckit
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