6 Best Practices for Developing Killer Concepts

Perfecting a new product’s proposition is an essential early step in launching a successful innovation. A poorly written concept can obscure a breakthrough idea, preventing it from getting the go-ahead. On the other hand, a well-written concept can provide a strong foundation for everything that follows, from product development to in-market activation.


In the course of testing more than 20,000 product concepts annually, we’ve gleaned a few tried-and-true tips for developing concepts that win with consumers.

Read More

Copyright © 2021 The Nielsen Company. All Rights Reserved.