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We spend a lot of time honing our concepts, making sure that the language is just right before going into a quantitative test. But how many of us have thought about how respondents (i.e., consumers) actually consume concepts? In this article, we’ll take a look at some R&D conducted by […]
While this series has focused on the elements of good concept writing and how that can help improve your concepts’ scores, it is very important to remember that the vast majority of variance in consumer response to concepts is driven by the quality of the underlying idea. All right, maybe […]
Looking across our Concept Evaluator database of over 1,000 US CPG concepts from a wide range of categories and manufacturers, there is a huge amount of variability in concept length – the number of words used in a concept. Let’s take a look: The average concept length is 130 words, […]
Reasons to Believe (RTBs) serve a special function in concept writing. Their primary purpose, of course, is to give credibility to the promise of the benefit – convincing the consumer how/why your new product can deliver the goods. If very unique, RTBs can even become a distinctive element your advertising. […]
In my last blog post I showed how, on average, insight statements within concepts are viewed negatively by consumers. So what are the drivers of this alienation and lack of relevance? What are some things to avoid while crafting an insight statement? Looking across some of the most negative insights […]