A product concept is a representation of a product or service that has yet to be fully developed. Creating concepts prior to testing them in market research is important for many reasons. While CPG companies, and other industries, can take a variety of approaches to developing their product’s concept for testing, following this eGuide’s approach creates more consistency, reduces bias, and increases the relevance of insights when testing them with market research.
Download the full eGuide to see
- The benefits associated with a standardized concept development process such as this one
- What the concept development framework looks like
- An example product concept by stage in the product development timeline