Creating differentiated concepts that people love

Successful product or service concept development needs customer insight. The forces of change reward those companies whose offerings produce real value for customers—value that is differentiated, useful, compelling and creates competitive advantage.

Consumer insight facilitates the design process by identifying the specific dimensions of consumer value.

Our approach

Our concept development approach facilitates the design process by identifying the dimensions of consumer value and directing development activities to produce offerings that truly resonate with customers and have the highest chance of success. This phase includes:

Concept Generation using consumer input, work sessions, ideation sessions and knowledge visualization to deeply understand categories and expand the possibilities. This approach provides fresh ideas, design principles and, if requried, specific design direction.

Concept Evaluation using consumer feedback to select the best approaches to products and to help refine them. This research assures that the end product will be on target and aligned with the desired strategy.

Cheskin typically generates and evaluates product and/or service concepts based on their ability to:

deliver on client business objectives;
deliver a valuable experience, preferably a meaningful experience;
compete effectively against other companies’ offerings;
integrate with other dimensions of experience.

There is no one right way to do research in support of innovation at this stage. There are many variables to consider depending on whether the goal is to understand the context for the product, to generate new possibilities for concepts or to build confidence in clearly defined concepts through validation.

The methods used in this stage rely on the extent to which concepts have been developed and refined and the goals of the corresponding stage of development.