Concept Development Tools
KMG’s proprietary concept development tools leverage an established design direction to generate conceptual solutions that are on-strategy, consumer-compelling and actionable. Concept work can be conducted by KMG for client team review, or KMG can organize and lead client team sessions.
Precision Ideation
This concept ideation approach ensures focused exploration and defensible decision-making that is grounded in the true drivers of consumer value. The session may start with defining and ranking the emotional, perceptual and functional consumer utilities that new concepts must address. These utilities may be allocated to smaller break-out groups for ideation, and concepts are scored by the team against marketplace, brand and feasibility criteria.
Consumer Promise
This consumer-friendly interpretation of a concept statement articulates the attributes and consumer-driven benefits of a cohesive in-market offering. It is used for internal review and to evaluate proposed emotional and functional drivers in concept screening. A Consumer Promise is often supported by potential product configurations that help bring it to life for consumers.
Thought-Starter Ideas
KMG’s Consumer Insight Tools offer opportunities to work with consumers in thoughtful ways to generate preliminary product or package concepts. Often, a designer is on hand to capture consumer feedback in real-time sketches for discussion. This may take place in a small group setting or in a Consumer Lab Sketching Station. While Thought Starters are not refined, actionable concepts they do effectively translate consumer input for further discussion, and inspire formal concept development.