My favorite qualitative tool, now for sale!
I’ve been using color-coded cards for years to solicit qualitative feedback on concepts and other subjective stimuli. Now, these are available to you. While simple in concept, the cards are incredibly helpful. Colored like a traffic light – green = yes, yellow = maybe, red = no – you simply have your participants hold up a card to show their reaction. These cards...
Read MoreQUICK TIP: Avoid Vowels as ID letters in Concept Qual Work
If you skip the vowels (including Y) there’s no reason to worry about what a ranking exercise might spell – I like the concepts in this order… STINK! Nah, I don’t think you really want to hear or see this and trust me, there are even worse words to spell!!! Save yourself the risk – go vowel-free.
Read MoreQUICK TIP: 100 Words or Less
If you can’t write your positioning concept in less than 100 words, you probably don’t have the clarity you need on the idea and have included too much information.
Read MoreQuick Tip: International Concept Development
With each country you work, clearly educate the various local marketing people on the concept ideation process so there are not any surprises.
Read MoreQuick Tip:100 Words or Less for Developing a Concept
The goal of good concept development is to define potentially winning ideas or products and identify its niche before it hits the market.
Read MoreTips for Global Iterative Concept Development
Global concept development can be a lot of fun, but it offers many challenges. First and foremost, if English is your best language (like me), working with simultaneous translators for debriefs, strategy discussions, and writing concepts adds an inherent level of complexity. In addition, you may be suffering from jet lag depending on how far you travel and how big the time change is. It can...
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