Concept Development

Nothing is more important to an ad's success than the basic concept upon which it is based. Concept development involves digging deep to come up with the best ideas and language for communicating with your market. Concept testing gauges the potential of an idea or positioning behind potential advertising executions before time and resources are invested in creative expression and production.

G&R is experienced in developing and testing reactions to concepts among both consumer and B2B target audiences, revealing their strengths and weaknesses and pointing the way to improvements that can make all the difference between success and failure in the marketplace. Our clients use our services to create and narrow the list of candidates to one or two potential winners from among half a dozen or more.

G&R offers several services that are ideal for testing concept statements. All offer fast turnaround of results.

• Qualitative: Individual Depth Interviews permit drilling down to core issues when confidentiality and group bias are concerns.
  Focus Groups conducted by trained moderators experienced in advertising development apply open-ended probing for insights. Online Focus Groups permit the inclusion of more respondents over a broader area, eliminate personal bias and can include instantly-coded surveys for team discussion and decision-making.

• Quantitative: WebSelect is an online, non-monadic system for sorting through alternatives quickly and efficiently within a quantitative framework. WebCheck can be used for consumers or specialized B2B samples. For example, Physician WebCheck enables pharmaceutical and medical devices companies to test concepts and other marketing materials among online panels of physicians. FasTrac presents test stimuli in the same physical form as consumers will experience in the real world and gathers data through individual face-to-face interviews.

• Quali-Quant: Belief Elicitation Research is a structured qualitative and quantitative research protocol used to identify and dimensionalize the underlying belief structures that motivate audiences.