Our clients have a need to know what it takes to create a successful new product concept. They often wonder, “shorter or longer concept descriptions?” “Do pictures create a better presentation?” Constantly, they question what makes their concept more appealing to target audiences. Fear of innovation paralyzes many a brand executive, a problem that leads only to failure. Make no mistake, uncovering strong consumer insights is the first, and perhaps most important step, in creating the next big thing.

Developing strong concepts based on consumer insight is challenging, even for seasoned brand professionals. Where do you begin? Is that idea too “out there.” How do I know if consumers will like it? Our firm often provides our clients concept development training and a set of concept development guidelines, which are tremendously helpful in guiding client understanding about what information needs to be provided in the concept, as well as the best way to present this information.

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It is important to remember that a concept shouldn’t be devised to simply get a good test score, but rather to gather feedback on the concept’s overall appeal to the target market, and to give clients grounded expectations, before the product goes forward for launch. Working on paper is one thing, working in real life can be wholly different, and clearly should be tested and validated.

Watch AcuPOLL CEO Jack Gordon discuss the major benefit of the Germinator,a new service that takes simple ideas and helps you understand if consumers want you to move them forward - or not.

The primary importance for testing is to prioritize the ideas for further development. Marketers need to know which ones to stop working on, and which ones to fast-track – that is what Germinator has been designed to help them with.

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What the Germinator Allows
Brand Managers to Do

Failing to Test
Cut-Through Ideas