KMG Concept Testing
Project Leaders demand early-stage consumer feedback without committing to expensive prototypes and prolonged design development. KMG Concept Testing approaches use a mix of stimulus forms to present concepts in ways consumers can best interpret and react. KMG avoids typical concept “flashcards” that can’t isolate variables or explain the drivers of preference.
In KMG Consumer Interaction sessions, small groups react to Consumer Promises, preliminary concepts and Found Objects (see below) to elicit fresh insight. This effort is often coupled with real-time sketching by an experienced designer to bring consumer feedback to life in “Thought-Starter” ideas.
Consumer Interaction is effective in identifying underlying emotional states, surfacing attitudes and behaviors around usage occasions, or for evaluating initial Consumer Promise language. It replaces typical focus groups as a deeper and more vivid foundation for concept development and screening. There’s no flashcards and no groupthink in these small, interactive sessions.
This consumer-friendly statement articulates a challenge and a solution in structured, testable language. It is used to discuss and evaluate proposed emotional and functional drivers as defined in product/package features and benefits. A Consumer Promise is often supported by potential product/package configurations that help bring it to life for consumers. Using a range of discrete Consumer Promises often works better than concepts alone where it’s important to gauge consumer reaction to the unique value and benefit to be delivered rather than simply the impact of a design execution.
The use of “Found Objects” (products and packaging currently in the marketplace regardless of category) is a great way to exhibit a functional or perceptual attribute for consumers without creating it from scratch. In KMG’s “Attribute-Oriented Design” approach, consumers respond to and then aggregate discrete attributes in shaping their optimized or ideal concept. With designers on hand in Consumer Interaction sessions or Consumer Lab, concepts can be refined real-time and attribute preferences can be accurately determined.