Think You Create Good Product Concepts? Then Think Again…

How many really good product ideas have met an early grave, had false starts, been wrongly positioned, given uncompelling claims or even sold to the wrong people over the years? 

 “With 80% to 90% of new products disappearing from store shelves within a year, the success rates of launches have virtually stayed unchanged for the past 30 years.” IRI President Bob Tomei of Consumer & Shopper Insights

Tetley choc chip biscuits, Cadbury Crunchie Celebration Cake and Arla Strawberry yogurt in a pouchThe products pictured above all no longer exist. Despite all of them having been through varying levels of consumer research, either qualitative, quantitative (or a mixture of both), they have been withdrawn. We believe that there are serious flaws to how product concepts are built and constructed, and a definite correlation between how product concepts are developed and the high rate of failure of NPD.

So what is going wrong? Where does there need to be a change in attitudes and processes? Here are the pitfalls we have identified and suggested solutions:

1. Pre-determining a product idea

Pitfall: The product concept is often too tightly defined prior to bouncing it off consumers. Internal teams have often already decided what the product’s key features and benefits are and the reason to believe (maybe with some slight variations) before they have introduced the idea to consumers. Time and time again we find that what companies think are the real product benefits and reasons to believe for a new product idea are in fact totally different to what the consumer sees. This is because the internal team often perceives the marketplace in a very narrow, microscopic way and often can’t see the wood for the trees. Researchers and consumers are not given the room to manoeuvre and their thinking is immediately constrained.

Solution: The answer is to give consumers all the potential benefits and reasons to believe that you can think of around the product idea and not predefine it for them. Also, thoroughly educate the facilitator on the product idea and all its possibilities, variations and potential parameters.

2. It’s an iterative process

Pitfall: Companies expect to be able to get a read on the viability of a product idea too quickly and easily – whether that is using an online tool, focus groups or other methodologies. Successful innovations do not tend to happen in a smooth linear way – it is very rare for an idea to be spot on straight away.

Solution: There needs to be a process of learning and refining. We have often had a product idea initially slated by consumers because they don’t agree with the benefits or usage detailed. However, if the idea is shown in a different way, or consumers are allowed to play around to see how they can make it work, a totally new angle opens up. The same can be true of a product idea that they initially liked, but then became less attractive as they worked through all the implications and alternatives. Also objections and negative reactions are a good thing, and should be used to reinvent or refine product ideas.

3. The stimulus material produced

A concept board for Whoopsie Daisy clothes stain removal wipesPitfall: We know from years of experimenting with lots of different stimulus material that the standard way, as illustrated above, is one of the worst ways to engage consumers with a new idea. When you present a new product idea to a consumer you want them to feel excited, to see the product’s possibilities and to want to maximise its potential. Instead, this kind of stimulus consumers find boring, patronising, limiting and it makes them very cynical. Exactly the kind of mood you don’t want them to be in. People naturally tend to be sceptical of new ideas and occasionally are hostile to them. So stimulus material has to take this into account and be thoughtfully designed to really engage and relax the consumer.

Solution: Stimulus is the key tool to help consumers understand the product idea, yet it receives proportionately very little investment. And the research can only ever be as good as the quality of the stimulus input. Our biggest advice would be to get visual. Research has shown that visuals speed up, expand and deepen understanding. See the two descriptions below.

A simple drawing of a house with a chimney, a door and two windowsWhich one is more simple to understand and is most engaging?

In fact, expressing ideas in a visual manner is vital for any totally new or technical product ideas. They are also far more interesting and engaging to consumers than any written description. And they help the consumer visualise the possibilities of what could be. So just to really make you question how different stimulus material can be – we have developed a unique approach. This is using a very different kind of stimulus consisting of between 30 – 60 pieces at a time; where every piece is designed to ask just one single minded question. We have also been working with a number of clients to develop more effective visual based stimulus for online quantitative product concept research.

4. Co-creation is not just for idea generation

Pitfall: If you describe concept testing, you’d probably say that it is practiced rather naively: a couple of focus groups are assembled, read a simple description of the concept and are asked for their reactions. Or a simple line of copy (with or without an image) is considered for 20 seconds to maybe a minute on a computer screen. If you described this process to a layperson they would not believe that this is how new product concepts are given the ‘go’ or ‘no go’.

Solution: Consumers should be far more involved and allowed to get their hands dirty. It seems that co-creation is most often used to come up with potential product ideas, but it is less commonly used to develop and refine concept ideas. However, this is how consumers can add the most value. By bringing them into the development team you will see hidden angles and uncover issues long before any form of launch plan is conceived. This way, consumers become a collaborator, a knowledge resource and, of course, an integral part of a successful product launch. You can still undertake your BASES or some other quantitative scoring process at the required time, but with the knowledge that the chances of the idea sailing through will be greatly increased.

We believe that following this set of principles will set you up for greater concept success, to avoid the premature death of good ideas and promote comfortable, non-challenging ideas:

  • Avoid giving consumers just the product itself to review and not the whole product concept and mix
  • Don’t make assumptions about what consumers want by pre-determining the concept. Instead, think of all the potential benefits, reasons to believe, product descriptors, names etc. to put before the consumer
  • Ensure the stimulus is exciting, inspiring and engaging and allows consumers to contribute and build the idea with you
  • Treat consumers as creators and builders and not as ‘judge and jury’ during the concept development phase

Published 17th July 2013 by Natalie Reed @ the Strategy Distillery