Winning products start with powerful
concepts that are easily understood, fulfill key consumer
wants/needs, generate strong interest, and make believable
promises.
As a provider of custom marketing
research solutions since 1973, MRSI specializes in product
development research and our experienced marketing researchers
will partner with you to guide you through the concept
development process.
In this step MRSI can help you:
Identify Winning Ideas
with Brainstorming and Concept Screening
The concept ideation phase begins after a solid foundation
of consumer
and market understanding has been built. It's
these unique consumer insights that lead to promising
ideas. Your team can then brainstorm solutions to the
identified consumer needs. The goal is to develop as
many "seed" ideas as possible, which can be combined,
refined, and turned into testable concepts. Expert MRSI
facilitators can lead your team through this process
on-site.
In this early phase, as many as 20-50
new product ideas can be generated. MRSI's ConScanSM
online concept screening solution can
screen those ideas faster and cheaper than with traditional
concept screening methods so you can move forward with
only the ideas that offer the most potential.
Because the objective is to identify
winning ideas from a large pool of candidates, the screening
process and concept format must be efficient. Concepts
that meet key objectives on specific measures move on
to the next development step.
If online interviewing is not appropriate
for your concepts, MRSI can also conduct interviewing
via mall, in-store, or at a central location.
Learn
more today!
Refine Ideas into Core
Concepts
Concept Lab is a customized program managed by MRSI
facilitators skilled in concept development. It is typically
an intensive one or two day on-site workshop. Our qualitative
experts help your team take the strongest ideas
from the ideation phase and develop them into core concepts.
There is strong emphasis on consumer understanding,
and we use creative coaching tools to capture that knowledge.
Core concepts that emerge from this
qualitative workshop contain the fundamentals of powerful
concepts, and communicate key benefits clearly and distinctively.
Concept Lab helps your team develop "big idea" core
concepts ready for consumer testing. High team and management
involvement in this process helps ensure team ownership
and commitment to the concepts.
Learn
more today!
Evaluate Concept Appeal
You are ready to evaluate concepts when you can answer
these questions:
- Does the concept offer an important benefit?
- Is the concept written in clear, simple language?
- Why should consumers believe the promises in the
concept?
Concept testing is a quantitative
marketing research tool that evaluates and diagnoses
in detail the appeal of fully developed conceptual ideas.
The marketing research focus shifts from screening to
fine-tuning and optimizing of one or more of the potential
winning ideas. Typically, concepts have already been
through a round of qualitative
marketing research to "flesh out" those ideas
that showed the most promise in screening.
MRSI's ConSelectSM
online concept testing solution helps
you to:
- Identify a lead concept
- Determine why that concept is or is not communicating
in each key area
- More!
And, ConSelect can help you do that
faster and cheaper than with traditional concept testing
methods.
However, if online interviewing is
not appropriate for your concepts, MRSI can also conduct
interviewing via mall, in-store, or at a central location.
Learn
more today!
Confirm Concept and Product
Performance
Concept & use testing is a technique used to determine
whether a product delivers against the expectations
established by the concept. Consumers are first exposed
to a concept and asked several key measures, including
purchase intent. Then they are given a prototype product
to use, and purchase intent and other data are obtained
after use.
This type of marketing research has
also been traditionally placed in-person
(mall intercept or CLT) with after use
data collected in-person or over
the phone. However, MRSI can also conduct concept
& use testing completely online using our ProSelectSM
online product testing solution (for
both concept and after use data), assuming that the
product can be mailed to the respondent's home for in-home
use (including frozen products).
Learn
more today!
Forecast Initial Sales
Volume
Will consumers buy your product or service? MRSI helps
you answer this critical question by providing forecasts
with comprehensive analysis that clearly assess the
market potential of your new product or service.
Learn
more today!
Why MRSI?
Clients tell us it's our comprehensive
capabilities, proactive
client service, and ability to consistently
provide accurate,
actionable results that set us apart. If you've
used our services before then you know you can count
on us to deliver the same quality results throughout
your entire product development process. If you're new
to MRSI consider this: Since 1973, we've delivered on
our promises. That fact is best reflected in our clients'
loyalty, with long-term partnerships dating back to
our founding and referrals from satisfied clients generating
the majority of our new business.
Contact Us
For more information on how MRSI's product development
research services can help you achieve product success
call 513-579-1555 or use our online form to quickly
request
additional product development information right
now!
Design
and Development by Matschca
Design, Inc.
All Rights Reserved
Copyright 2003 Marketing Research Services, Inc.
