Research for Concept Designs


Concept Design is the high art of framing and shaping a product idea. The cornerstones defined in the concept are an important strategic pointer for product development and marketing.

We support this process with procedures that are specially geared to the individual phases of concept development – from the identification of relevant target groups and insights all the way to determining the potential and intrinsic value of the product idea.

Insight Generator
Getting immersed in the consumer’s world. Gaining impetus for change.

Insight Generator
Getting immersed in the consumer’s world. Gaining impetus for change.

In the beginning was the insight: whether it’s a case of activating innovation processes, developing communication or positioning strategies or obtaining input for the product and pack design – a deep understanding of the consumer, his world and his mindset is essential for setting any strategic course.

That’s why we immerse ourselves entirely in the consumer's lifeworld and everyday routine and decipher his unconscious motives and mainsprings. In order to generate understanding and recognise any promising new potential, a modularly structured set of innovative analysis tools is custom-adapted to the market, target group and objectives:

  • Frame analysis in order to identify the market’s change drivers and indicate where there is room for innovation by analyzing the way the market, brands and products are currently experienced
  • In-depth analytical studies of motives and needs using objective hermeneutics in order to tap into the latent motives and needs inherent in the surplus of meaning in everyday language
  • Creative groups with projective and associative techniques, as well as imaginative elements like collages, role playing, sculpturing and creative procedures, e.g. the analysis of stimulus words as a way of identifying latent needs
  • Ethnographic excursions in the consumer’s daily life and realm of experience so as to understand concrete requirements and pinpoint optimization potential
  • Focus groups with representatives of the respective scene and trend multipliers so as to recognise future developments at an early stage
  • Self-portraits on audio or video tape to record and illustrate respondents' spontaneous impressions as they experience the product in an everyday context

Market Illustrator
Understanding the inner mechanisms of motives, needs, brands and products.

Market Illustrator
Understanding the inner mechanisms of motives, needs, brands and products.

Usage & Attitude studies are always baseline surveys. However, rather than focusing on taking measurements, the Market Illustrator focuses on providing explanations. It examines the complex interaction between objective usage behaviour, psychological factors such as motives, needs and interests, and the perception of brands and products from the consumer's perspective. All this forms the basis for strategic marketing recommendations that help give brands a new perspective.

Supported by multidimensional scaling, cluster analysis and correspondence analysis, the Market Illustrator helps explore what’s happening on the market and identify strategic levers. It can be used to:

  • Identify motives and understand their preference-steering driver function
  • Find out about usage habits
  • Understand emotional and functional needs and motives as well as the resulting product requirements
  • Determine the relevant factors that influence the purchase of brands and products
  • Differentiate target groups, identify core segments and investigate potential
  • Map the position of brands and products
  • Use a total market mapping to bring together brands, products, target groups and needs and identify new market segments

Segment-Profiler
Mapping consumers with enhanced depth of focus.

Segment-Profiler
Mapping consumers with enhanced depth of focus.

The precise definition and differentiation of your own target group is an important prerequisite for efficient marketing – especially as markets are becoming increasingly fragmented. Milieu or lifestyle-based approaches aren’t usually much help. They are often too general and do not provide sufficient differentiation in the market-specific dimensions.

That’s why we rely on data that is specific to both the product and the market to make clear-cut distinctions between the various target groups – based on concrete data and parameters that are directly relevant to marketing activities:

  • Attitudes, motives and needs
  • Usage behaviour and everyday practice
  • Drivers and barriers
  • Preferences with regard to brands, products, product features
  • Price acceptance

Multivariate techniques are used to condense the individual data into lively and inspiring consumer or user profiles. The result: customised differentiation of the target segments for marketing activities, each with its specific behaviour patterns, motives, attitudes, preferences and decision-making criteria.
The Segment Profiler thus delivers an important planning guide for all strategic considerations relating to the product and its marketing.

Idea Generator
Multidimensional framing as a way to innovative product ideas.

Idea Generator
Multidimensional framing as a way to innovative product ideas.

Successful product innovations are a bit like trying to square the circle: they have to be tuned to consumers' needs and mindsets so as not to lose touch with reality. On the other hand, they can only be truly innovative if they are freed from the pull of gravity.

This is where the Idea Generator comes in. It turns the real world of consumers into a platform for creative processes. However, rather than adopting this real world 1:1, it alienates it; rather than seeking direct solutions and answers, it uses the real world as playful stimulus for intuitive and associative processes.
The Idea Generator is based on …

  • Multidimensional framing: expanding perspectives and the search box, using motives and the brand as a platform, incorporating a wide range of different lifeworld contexts, integrating impulses from different cultures.
  • Stakeholder principle and co-creation: gathering creative consumers, people familiar with the scene, external experts, marketing and sales staff around one table – a blend of different perspectives and backgrounds that inspire and stimulate one another.
  • Creative, projective and associative techniques: projective and associative procedures tailored to the respective frames as well as non-verbal creative techniques like Dream Journeys, Chinese Portray, Laddering and Mind Maps, so as to implement the impulses gained in optimal fashion and generate pointers for the creative elaboration of the idea.
  • Sequential feedback loops: incorporating impulses – developing ideas – creating concepts – testing concepts and improving them immediately – testing the concepts again.

The Idea Generator thus provides a multitude of innovative product concepts that dock directly onto consumers’ needs and lifeworlds in a non-theoretical way.

Concept Lab
Feedback loops for product development:
sounding out opportunities – implementing optimizations.

Concept Lab
Feedback loops for product development:
sounding out opportunities – implementing optimizations.

Product ideas and strategic anchor points are translated into product and positioning concepts that provide the essential cornerstones for ongoing marketing and product development.

When defining such an important strategic course, it is essential to obtain further qualitative feedback. How can the underlying strategic ideas be conveyed even more trenchantly and clearly? How can the logic be refined and made even more convincing? How can the tonality and RTBs be honed?

This is where the Concept Optimizer comes in: it sounds out opportunities, implements optimization processes and, ultimately, puts the idea on the right track.

Whether it is conducted as a Creative Lab or takes the form of classic focus groups or in-depths: the aim of the Concept Optimizer is to optimize the strategic concept logic by:

  • Optimizing insights: how can the product idea be anchored in consumers’ needs world more strongly? How can its identification potential and real-life relevance be optimized?
  • Honing the promise and benefit: how relevant is the central product promise in general? How can individual benefits be better geared to consumers’ needs and mindscapes?
  • Identifying and evaluating RTBs: how can the promised solution be underpinned in an objectively credible and relevant way? How convincing are the answers to the set of problems described? How attractive are the planned product features?
  • Identifying the most promising routes: which product concept has the greatest strategic potential?

Concept Screener
Identifying the potential and intrinsic value of the product idea.

Concept Screener
Identifying the potential and intrinsic value of the product idea.

All the strategic concept work has been done – the product concept has been finalised, the content of the product idea has been implemented in optimal fashion. Now it’s just a case of quantifying success and market acceptance and doing any fine-tuning that might be called for.

This is precisely where the Concept Screener comes in: it goes beyond appeal and willingness to buy and puts the product concept through its paces in order to predict the long-term success of the product idea. The Concept Screener can be used to:

  • Identify substitutes and the source of business: who does the product idea have to compete against?
  • Check the insight, benefit and RTBs: does the idea strike a chord in the target group’s hearts and minds? How relevant, credible and unique is the benefit? How well is it supported by the RTBs and reassurance?
  • Compare the concept with the strategic positioning: which emotional and functional territories does the idea occupy and how relevant are the former?
  • Check uniqueness and relevance: how distinctive and different is the product idea? How important is the benefit and advantage it offers?
  • Analyze the brand fit: How well does the product idea contribute to the brand and its strategic positioning?
  • Measure perceived value / price-worthiness: what price acceptance is there? What is the optimal price and how much leeway is there?
  • Predict volumes: how high is willingness to buy at different price points

Relevant competitor products from the same context as the product idea are included in the test for benchmarking purposes.

Research for Concept Designs


Concept Design is the high art of framing and shaping a product idea. The cornerstones defined in the concept are an important strategic pointer for product development and marketing.

We support this process with procedures that are specially geared to the individual phases of concept development – from the identification of relevant target groups and insights all the way to determining the potential and intrinsic value of the product idea.

Insight Generator
Getting immersed in the consumer’s world. Gaining impetus for change.

Insight Generator
Getting immersed in the consumer’s world. Gaining impetus for change.

In the beginning was the insight: whether it’s a case of activating innovation processes, developing communication or positioning strategies or obtaining input for the product and pack design – a deep understanding of the consumer, his world and his mindset is essential for setting any strategic course.

That’s why we immerse ourselves entirely in the consumer's lifeworld and everyday routine and decipher his unconscious motives and mainsprings. In order to generate understanding and recognise any promising new potential, a modularly structured set of innovative analysis tools is custom-adapted to the market, target group and objectives:

  • Frame analysis in order to identify the market’s change drivers and indicate where there is room for innovation by analyzing the way the market, brands and products are currently experienced
  • In-depth analytical studies of motives and needs using objective hermeneutics in order to tap into the latent motives and needs inherent in the surplus of meaning in everyday language
  • Creative groups with projective and associative techniques, as well as imaginative elements like collages, role playing, sculpturing and creative procedures, e.g. the analysis of stimulus words as a way of identifying latent needs
  • Ethnographic excursions in the consumer’s daily life and realm of experience so as to understand concrete requirements and pinpoint optimization potential
  • Focus groups with representatives of the respective scene and trend multipliers so as to recognise future developments at an early stage
  • Self-portraits on audio or video tape to record and illustrate respondents' spontaneous impressions as they experience the product in an everyday context

Market Illustrator
Understanding the inner mechanisms of motives, needs, brands and products.

Market Illustrator
Understanding the inner mechanisms of motives, needs, brands and products.

Usage & Attitude studies are always baseline surveys. However, rather than focusing on taking measurements, the Market Illustrator focuses on providing explanations. It examines the complex interaction between objective usage behaviour, psychological factors such as motives, needs and interests, and the perception of brands and products from the consumer's perspective. All this forms the basis for strategic marketing recommendations that help give brands a new perspective.

Supported by multidimensional scaling, cluster analysis and correspondence analysis, the Market Illustrator helps explore what’s happening on the market and identify strategic levers. It can be used to:

  • Identify motives and understand their preference-steering driver function
  • Find out about usage habits
  • Understand emotional and functional needs and motives as well as the resulting product requirements
  • Determine the relevant factors that influence the purchase of brands and products
  • Differentiate target groups, identify core segments and investigate potential
  • Map the position of brands and products
  • Use a total market mapping to bring together brands, products, target groups and needs and identify new market segments

Segment-Profiler
Mapping consumers with enhanced depth of focus.

Segment-Profiler
Mapping consumers with enhanced depth of focus.

The precise definition and differentiation of your own target group is an important prerequisite for efficient marketing – especially as markets are becoming increasingly fragmented. Milieu or lifestyle-based approaches aren’t usually much help. They are often too general and do not provide sufficient differentiation in the market-specific dimensions.

That’s why we rely on data that is specific to both the product and the market to make clear-cut distinctions between the various target groups – based on concrete data and parameters that are directly relevant to marketing activities:

  • Attitudes, motives and needs
  • Usage behaviour and everyday practice
  • Drivers and barriers
  • Preferences with regard to brands, products, product features
  • Price acceptance

Multivariate techniques are used to condense the individual data into lively and inspiring consumer or user profiles. The result: customised differentiation of the target segments for marketing activities, each with its specific behaviour patterns, motives, attitudes, preferences and decision-making criteria.
The Segment Profiler thus delivers an important planning guide for all strategic considerations relating to the product and its marketing.

Idea Generator
Multidimensional framing as a way to innovative product ideas.

Idea Generator
Multidimensional framing as a way to innovative product ideas.

Successful product innovations are a bit like trying to square the circle: they have to be tuned to consumers' needs and mindsets so as not to lose touch with reality. On the other hand, they can only be truly innovative if they are freed from the pull of gravity.

This is where the Idea Generator comes in. It turns the real world of consumers into a platform for creative processes. However, rather than adopting this real world 1:1, it alienates it; rather than seeking direct solutions and answers, it uses the real world as playful stimulus for intuitive and associative processes.
The Idea Generator is based on …

  • Multidimensional framing: expanding perspectives and the search box, using motives and the brand as a platform, incorporating a wide range of different lifeworld contexts, integrating impulses from different cultures.
  • Stakeholder principle and co-creation: gathering creative consumers, people familiar with the scene, external experts, marketing and sales staff around one table – a blend of different perspectives and backgrounds that inspire and stimulate one another.
  • Creative, projective and associative techniques: projective and associative procedures tailored to the respective frames as well as non-verbal creative techniques like Dream Journeys, Chinese Portray, Laddering and Mind Maps, so as to implement the impulses gained in optimal fashion and generate pointers for the creative elaboration of the idea.
  • Sequential feedback loops: incorporating impulses – developing ideas – creating concepts – testing concepts and improving them immediately – testing the concepts again.

The Idea Generator thus provides a multitude of innovative product concepts that dock directly onto consumers’ needs and lifeworlds in a non-theoretical way.

Concept Lab
Feedback loops for product development:
sounding out opportunities – implementing optimizations.

Concept Lab
Feedback loops for product development:
sounding out opportunities – implementing optimizations.

Product ideas and strategic anchor points are translated into product and positioning concepts that provide the essential cornerstones for ongoing marketing and product development.

When defining such an important strategic course, it is essential to obtain further qualitative feedback. How can the underlying strategic ideas be conveyed even more trenchantly and clearly? How can the logic be refined and made even more convincing? How can the tonality and RTBs be honed?

This is where the Concept Optimizer comes in: it sounds out opportunities, implements optimization processes and, ultimately, puts the idea on the right track.

Whether it is conducted as a Creative Lab or takes the form of classic focus groups or in-depths: the aim of the Concept Optimizer is to optimize the strategic concept logic by:

  • Optimizing insights: how can the product idea be anchored in consumers’ needs world more strongly? How can its identification potential and real-life relevance be optimized?
  • Honing the promise and benefit: how relevant is the central product promise in general? How can individual benefits be better geared to consumers’ needs and mindscapes?
  • Identifying and evaluating RTBs: how can the promised solution be underpinned in an objectively credible and relevant way? How convincing are the answers to the set of problems described? How attractive are the planned product features?
  • Identifying the most promising routes: which product concept has the greatest strategic potential?

Concept Screener
Identifying the potential and intrinsic value of the product idea.

Concept Screener
Identifying the potential and intrinsic value of the product idea.

All the strategic concept work has been done – the product concept has been finalised, the content of the product idea has been implemented in optimal fashion. Now it’s just a case of quantifying success and market acceptance and doing any fine-tuning that might be called for.

This is precisely where the Concept Screener comes in: it goes beyond appeal and willingness to buy and puts the product concept through its paces in order to predict the long-term success of the product idea. The Concept Screener can be used to:

  • Identify substitutes and the source of business: who does the product idea have to compete against?
  • Check the insight, benefit and RTBs: does the idea strike a chord in the target group’s hearts and minds? How relevant, credible and unique is the benefit? How well is it supported by the RTBs and reassurance?
  • Compare the concept with the strategic positioning: which emotional and functional territories does the idea occupy and how relevant are the former?
  • Check uniqueness and relevance: how distinctive and different is the product idea? How important is the benefit and advantage it offers?
  • Analyze the brand fit: How well does the product idea contribute to the brand and its strategic positioning?
  • Measure perceived value / price-worthiness: what price acceptance is there? What is the optimal price and how much leeway is there?
  • Predict volumes: how high is willingness to buy at different price points

Relevant competitor products from the same context as the product idea are included in the test for benchmarking purposes.