Along with understanding which concepts to prioritize, the client wanted to know how the different elements of the concepts worked together in order to maximize their potential moving forward
In order to provide robust data, we recommended a quantitative online survey using MMR’s Concept Creator tool, whereby the concept is broken down into each individual elements and presented to respondents.
Respondents then ‘created’ their optimal product/concept by choosing one option from each of the possible variables. This tool ensures that respondents consider all variables of the concept when creating their optimal product which provides a more realistic understanding than considering each element in isolation
Our research indicated the concepts with most potential which should be prioritized for further development and also identified within these concepts the ‘ideal package’, e.g. best flavour and pack format combinations, etc.
The concepts with most potential were taken to be further developed
Feedback has been positive and led to us conducting subsequent research with them using the Concept Creator tool.