Get the Concept Language “Rite” Before Quant

Over the years, I’ve worked with clients who have done a variety of very expensive quantitative concept tests only to be disappointed with the results. Often this is driven by a “rush” by management to get a product or service to market before the competition or some other milestone (i.e. profit goals) and some qualification steps might be side-stepped. Unfortunately, …

A Great Concept Needs Consumer Insight

Regardless of your end user, a concept must be positioned to fit into a consumer’s life in some meaningful and relevant way in order for success – this is only possible with great insight. Don’t let yourself fall prey to the typical excuses. Here are 3 ways that we can often “fool” ourselves into believing we don’t need to reconnect …

Smart Qualitative makes Concept Writing (almost) Easy!

A well-written concept is generally very simple and easy to understand, yet most clients desperately struggle to write effective concepts. Why is it so hard? Three factors generally get in the way of the success: Often the Marketers… * Know too much about their product or service: * Get pressured to satisfy a large constituency (management, R&D, agency, etc.); & …

Do you Really have Just One Benefit?

QUICK TIP: Be careful that your concepts don’t “sneak” in extra benefits. More often than not, I read concepts where extra benefits work their way into the Reason to Believe (RTB). Although many like to justify this as helping to describe the RTB, at the end of the day you need to know what the consumer takes away as a …

Concept Development Done Right

Developing concepts is one of the most fun, creative, and incredibly difficult aspects in a marketer’s job. The enormity of the challenge combined with aggressive time demands often leads to shortcuts and a frantic process that typically looks something like this. The agency or marketing team writes concepts and circulates them to management and the legal department for approval. A …

A “Recipe” for Positioning Concept Development

Often the threat of new competitor entering the marketplace, aggressive business growth objectives for a business unit, or a brand with declining market share propels the marketing professional to begin the concept development cycle. Unfortunately, the knee-jerk reaction to start creating a new product or a line extension can sometimes result in lots of wasted money on research if the …

A Concept Writing Coach Can Help

Crisply communicating well-articulated positioning concepts is often more difficult than most realize. Although I’ve worked with many talented marketing and R&D professionals over the years, who bring great knowledge and expertise to their brands and organizations, many are devoid of strong concept writing skills. Often this simply results from their companies not investing in the necessary training for their employees. …