New concept development includes developing and qualifying ideas for new products and services, new strategic areas for business consideration, and new positionings for advertising and marketing program development. In concept development we use a number of structured techniques which we call...

WHAT IS IT?

The PERCEPTION/MATRIX is a combination of creative development, innovative market research, and strategic analysis. It involves up-front creative and strategic activities which culminate in a technique called the BENEFIT EXPLOSION. Then the resulting ideas, concepts, materials, and hypotheses are exposed to small groups of target consumers using an innovative and powerful group process.

The results are stronger concepts, more powerful advertising, and better sales results. It works because it generates a greater degree of clarity and insight about what the consumer really wants, and what language is appropriate and necessary for communicating the message.

WHY IS IT NEEDED?

The normal approach in solving almost any kind of marketing problem involves initial analysis to clarify the problem, one or more rounds of qualitative research, development and/or refinement of the appropriate marketing mix variables, and finally some type of projectable, quantitative testing prior to marketplace implementation.

WHERE DO PROBLEMS OCCUR?

At every stage. Concepts fail after doing well in initial qualitative assessment. Advertising does not generate the predicted sales or attitude shifts. Products fail after achieving solid results in projectable consumer tests. Successful test markets are followed by poor marketplace results.

The PERCEPTION/MATRIX overcomes these problems and produces better concepts and fewer disappointments.

[Back to Solomon & Associates page]