View
235
Download
4
Category
Preview:
DESCRIPTION
We all know the fundamentals, but sometimes we're all moving so fast we can forget. Well we're here to help! We got all our research experts in a room and asked what are the 5 most common pitfalls they see when working with our customers every day in the concept development process.
Citation preview
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
Please Tweet and Join!
@gutcheckit
#AgileMarketResearch
Join the ‘Agile Market Research’ group on LinkedIn
+
3
GutCheck Summary
WHAT WE DO
GutCheck is an agile research solution that delivers the prescriptive
consumer insights that help your products and advertisements win.
4
Agile Market Research eBook
Read the eBook
5
GutCheck Services
6
Product Development Cycle
7
Intro Story
8 8
3 Themes
System 1 vs. System 2
Thinking Communication 101 Competitive / Unmet
Need
9
System 1 vs.
System 2 Thinking
10
Best Practice Tips • People feel better about their
emotional choices
• Have a positive problem (not
negative)
• Don’t tell people about their
emotions
10
Pitfall #1 – Kid Tested, Mother Approved
VS
11 11
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
12
Communication 101
13
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
14 14
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
15 15
Pitfall #4 – Looks do matter…
Best Practices
Clear fit to concept
• Detailed illustration
• Complement and clarify
• No new information
• Avoid confusion
16
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
17
Competitive /
Unmet Need
18 18
Pitfall #5 – Can’t swing a dead cat…
19
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
20 20
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
21
Thank You!
Join the ‘Agile Market Research’ group on LinkedIn
+
(877) 990 - 8111 Matt@gutcheckit.com @GutCheckit
Image Attribution
“Jerry in the sugar isle face down”
Image Source: Jerry in the sugar isle face down
Creative License: https://creativecommons.org/licenses/by-sa/2.0/
“Photographer’s Reflection”
Image Source: Photographer’s Reflection
Creative License: https://creativecommons.org/licenses/by/2.0/
“My Toyota Matrix”
Image Source: My Toyota Matrix
Creative License: https://creativecommons.org/licenses/by/2.0/
“toaster”
Image Source: toaster
Creative License: https://creativecommons.org/licenses/by-sa/2.0/
“Car Sales USA”
Image Source: Car Sales USA
Creative License: https://creativecommons.org/licenses/by/2.0/
“Tennis Balls” (Alterations from original – Color Change to Blue)
Image Source: Tennis Balls
Creative License: https://creativecommons.org/licenses/by-sa/2.0/
“Lobster Dog”
Image Source: http://adfailure.com/ad-fails/popular/32212-looks-legit-to-me
Recommended