Ideate and test multiple concepts to create effective design thinking solutions

New Ideas in MarketingEssential news for marketers, summarised by YouGov
September 14, 2020, 1:28 AM UTC

Implementing the use of concept testing can help brands have a deeper understanding of consumers.

To develop a customer-focused approach for products and offerings, integrate design thinking into the product lifecycle and commercialisation process. This article suggests design thinking strategies, product managers can use to address consumers’ needs with “iterative” and tested solutions.

Brands must draft and test multiple ideas to identify potential solutions and analyse other industry domains to find how similar problems were resolved. Product managers should evaluate specific, measurable, attainable, relevant, and time-bound (SMART) metrics for concept testing to better understand users.

Having a wide and non-leading approach while interviewing consumers can help marketers gain insights beyond consumers’ needs and complaints. This allows brands to discover consumers’ deep personal insights, find the frequency of a problem occurring and how serious it is for them.

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