Getting to the best concept
An Efficient Alternative to Concept Optimization
Lee Markowitz | Lucy Haide Balbuena Robles | Luis Fernando Freixedas Abimerhy
Getting to the best concept
Getting to the best concept is usually not easy , especially when there are several very good possible concept elements to include based on prior front end research . As an example , consider an antibacterial soap innovation for which we had to choose the best insight , benefit , and fragrance . We needed to choose from three possible insights , five possible benefits , and three possible fragrances to “ construct ” the best concept to fulfill consumer needs in the category . The question was : Which possible combinations of insight , benefit , and fragrance would appeal most to consumers and thus have the greatest market potential ?
Antibacterial Soap Example – Variables to Be Examined
3 Insights 5 Benefits 3 Fragrances
I like taking care of my family and do everything I can to protect them – but I can ’ t always be there to prevent their exposure to germs and bacteria .
I want my kids to enjoy life and have as many experiences as possible – but I worry about germs and bacteria that can harm their health .
Cleanliness of skin is an essential factor to keeping my family healthy , but I know that skin gets dirty easily and often .
Moisturizing : Leverage the moisturizing power from the combination of oat milk and extract of aloe vera .
Exfoliating : Eliminate impurities and renovate the top layer of epidermis .
Vitamin E : Nurture and revitalize your skin and leave it with a healthy and beautiful sensation .
Deodorant : Protects you all day long just like a spray deodorant .
Protection : Creates a layer of protection against new infections that lasts all day .
Neutral Rose Lavender
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