Tag: Food Industry

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Rethinking Concept Tests – a More Human Approach

We do a lot of idea screening and concept tests. The typical approach is to present possibilities to end-users in a survey, ask a bunch of diagnostic questions, and see what sticks. The most common questions are things like “purchase intent,” “meets a need I have,” “belief that the product will perform as described,” and so on.  This winnowing process may be necessary depending on the...

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