Concept optimization and evaluation involves using customer feedback – obtained in a qualitative research setting — as a means of narrowing and optimizing marketing concepts in an iterative fashion. The objective is to identify a surplus of benefit-based marketing concepts and test them in written form before investing significantly in full development or implementation activities. This process can be used for a variety of strategic purposes, from positioning to messaging to new product development.
- To fully optimize brand positioning concepts “real time,” based on target consumer input
- Conduct focus groups exposing the initial positioning concepts to assess concept appeal, target relevancy and differentiation
- EquiBrand and client team are in the back room
- Specific concepts and messaging components are probed and prioritized, and tested for relevance and distinctiveness
- Concepts are changed, added or dropped between groups, drawing on target feedback
- “Look and feel” can be probed to gain understanding of fulfillment potential for leading vs. current positioning
- Review and select the “winning” propositions “real time”
- Prepare detailed report of qualitative research findings, including strengths and weaknesses of all tested concepts
- A focused number (2– 3) of consistently high-performing positioning concepts
- Focus group research findings report
Key outputs of this step are used as an input into the strategy and plan development step.