T’was the Day Before Concept Testing

The Concept Queen version of the classic – T’was the Night Before Christmas  ‘Twas the day before concept testing And all through the brand Not a creature was stirring, Not even the main (wo)man. The screener was finished, The recruit had begun, With hopes of creating concepts, That were second to none. The team was excited, And snug in the …

Visual Way to Develop Concepts

Here’s a concept writing process flow map that is part of my new eBook – The Visual Introduction to Marketing Concepts That Win!  You can get the instant download of the entire book here:       

Concept Review

We’ll review your concepts and give you feedback to optimize them to get the best possible test results.  

Rethink Your Business Positioning

While I have never owned a jewelry store, I have certainly shopped in them.  What always strikes me as odd is how generic the experience is from store to store.   When I go to Nordstrom’s, Macy’s, and Kohl’s, I expect a different sales experience, a different price tag, and different merchandise.  Similarly, a steak from Ruth’s Chris should be somewhat …

“Kitchen Sink” Positioning Concept

Writing an effective concept is an art, rather than a science. Although some basic guidelines can be adhered to in order to maximize success, one of the more typical problems I see with most client’s concepts is the “Kitchen Sink” approach. The “Kitchen Sink” concept is a derivative of the phrase “Everything, but the kitchen sink”. Wikipedia defines this as an …

Iterative Focus Groups

All marketers seem to be under incredible pressure to get their product or service “out the door” quickly and of course, well-tested and positioned for success. The challenge for many is doing all the necessary qualification steps in the allocated time. Perhaps, you should consider adding iterative focus groups to your arsenal of qualification “tricks”. So, what are iterative focus …

Be a Better Researcher for Your Client

The field of qualitative research attracts individuals from many walks of life. Some moderators actually study market research, but many others come from diverse fields such as psychology, sociology, anthropology and marketing. These different points of origin mean that the moderator picked for a particular study may bring a unique point of view or approach to a research challenge. When …