Concept qualification

A concept qualification qualifies and selects the best performing concept ideas among a larger pool of concept ideas.

It is done when the first concept ideas have materialized in an innovation process. Typically, these concepts are developed with input from a market profiling and they only exist as a short concept description with a simple visual mockup.

Concept qualification is a method used to speed up the innovation process by, on an early stage, point focus on those few concept ideas that resonate with the audience before you invest too much in developing inferior concepts. It is a "kill your darlings" approach that will make your innovation process more efficient, so that winning concepts are developed faster.

Key insights from a concept qualification

By evaluating concepts early in the process you gain:

  • The ability to rank concept ideas and focus development on products with higher potential to win in the market
  • Insights on concept ideas associations
  • Awareness on consumers’ purchase intent across the similar concepts and their perceived differentiation
  • Increased chances of concept success and decreased time-to-market

A concept qualification enables your organization to focus your resources on developing the right concept(s) in a fully market-oriented way. Early-stage input from consumers will not only increase the chance of success, but also reduce time-to-market as no time is wasted on inferior concept ideas.

How it works

The initial concept qualification can include up to 40 concepts. To avoid survey fatigue each respondent will be exposed to a maximum of four concepts.

Respondents are qualified through three segmentation questions, e.g.

  • When was the last time you consumed/bought [insert product category]?
  • How often do you consume/buy [insert product category]?
  • Which of these [insert product category] brands have you consumed/bought in the last X months?

Then the respondents are surveyed to establish:

  • To which degree is this new product a good idea?
  • If this product was on sale at a reasonable price, how likely are you to buy it?
  • Which of these concepts do you like the most?
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Take your setup one step further
Standardize, democratize and accelerate your time-to-market for new products with a streamlined custom concept testing framework
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Take your setup one step further
Standardize, democratize and accelerate your time-to-market for new products with a streamlined custom concept testing framework
Learn more