Concept creation: from seed to apple pie
When a farmer plants an apple tree seed, he gives this seed all the attention it needs to grow into a strong apple tree that bears beautiful fruit. A marketer, in theory, undertakes the same process, but is not only a farmer, but also a cook. You start with a product idea that - with the right attention - grows into a fruitful fruit tree. Then you pick the fruit and prepare it into a successful product. This entire process consists of three steps. In this article, we'll take you through step 1: concept creation.
A marketer looks for the right seeds to plant in the right soil. To do this, the marketer needs the strongest seeds. Or also: product ideas that have the best chance of germinating into the one product that meets customers' needs.
Concept creation
As a marketer, you start with the breeding ground. What does the breeding ground need for a seed to germinate? You know a lot about the market and probably already have some ideas for innovations. But what are the consumer's underlying needs with the product? These are often not immediately obvious. To get a better idea of customer needs, you have to dig deeper into the ground. You have to plow the ground to see what is going on beneath the surface. What needs do consumers have? Where is the soil fertile? Where is the best place to sow your apple trees? And over time, which seeds will grow into a fruit-rich apple tree?
Blauw examines these customer needs from four different angles. Understanding the insights, we also call this form of research.
- The needs at the times when people use the product or category, illustrated or not with pictures.
- The drivers and barriers of existing products.
- A different way of looking at current products or using them in a different way.
- Design of the ideal product for the consumer.
(Adding photo that is also on the old website.)
Case Mediq Health Coach: Obesity is a major risk factor for a number of health conditions. It is increasingly common in the Netherlands and other Western countries, both in children and adults. Treatment of people who are overweight has not been very successful, so far. Therefore, more effort should be put into prevention to stop the increase in obesity. More exercise, good sleep and a healthy diet play a central role in this. Mediq is a healthcare provider that supports people in their home situation with the right medical devices, medication and care services. Recently, Mediq launched a digital lifestyle intervention in which overweight people are guided by their own chosen lifestyle coach. Participants track their own progress and success through a supportive app. Participants in the Understanding the Insights study, all with a high BMI, spent a week journaling how they manage their obesity and the impact on their lives. They then discussed the drivers and barriers of existing solutions with each other and looked at Mediq's digital program. The research showed that adequate exercise is a lesser issue than healthy eating. It also revealed the unique points of Mediq's digital program.
Fleur Rudolphus - Product Owner - Mediq
Based on the insights gained, we organize a brainstorm to generate and write out product ideas. Those ideas are then presented to consumers in the Concept Deepdive.
Does the consumer accept the product idea?
Consumers spout their unvarnished opinions about your idea in a Concept Deepdive.
- Does your product idea stand out?
- What benefits and opportunities do consumers name?
- What can you improve?
- Would they want to buy it themselves and why?
Soon you discover whether the breeding ground is fertile enough for a seed to germinate into an apple tree. If the answer is "yes," then the concept apparently fills a need.
Strengths and areas of improvement of your product
Blauw collects all research results and insights and processes them into a clear SWOT analysis. This allows you to see at a glance what the strengths of your product are, but also which points require improvement. In addition, you will immediately discover the opportunities for the product on the market, as well as the threats you must take into account. If you take all these results and insights to heart, you can then refine the product idea and turn it into an official concept.
Case Zwanenberg Food Group supplies the Kips brand with various products including deli meats, snacks and vegetarian products. The idea of a new snack packaging was presented to a research community in a Concept Deepdive. This provided a lot of useful input in the form of the strengths and weaknesses of the concept but also suggested new moments for consumption. In doing so, Zwanenberg Food Group made the concept sharper, clearer and more relevant before it was tested on a large scale.
Emmy ter Brugge - Product & Brand Manager - Zwanenberg Food Group
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