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Maximize Consumer Desire for Your Product

Among the items on our checklist, brands struggle most with this question: “Does my proposition address a real consumer struggle or aspiration?” In fact, 75% of tested concepts don’t satisfy this requirement.

 

If a concept fails on the dimension of need or desire in testing but launches anyway, what are its chances of surviving in market?

2%
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5%
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Correct!

13%
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24%
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However, even when the core idea does address an unmet consumer need or desire, translating this idea to a full-fledged concept can present some challenges. Here are two common reasons why a fabulous idea might flunk once in concept form:

 

  1. Sticker shock. Consumers are crazy about your idea, certain they need the benefits it provides—until you put a price tag on it. Suddenly, they don’t love it quite as much as they did before. While price should be fine-tuned later in the innovation process, it’s worth noting early on that your product’s cost could potentially outweigh its benefits.

 

  1. Suboptimal expression. Describing an idea sounds easy enough but, in reality, it can be extremely challenging to know what language and positioning will resonate with consumers. A weak description of a great idea can leave consumers questioning what exactly the product is or why exactly they should want it. Testing a wide range of options for copy and visuals ensures that you identify the absolute best expression of your idea. New technologies are enabling brands to test thousands of concept alternatives in short time with impressive results: “optimized” concepts are 76% more likely to succeed on the dimension of consumer need or desire than non-optimized concepts.

 

Sources: Factors for Success database; Nielsen Optimizer analysis.

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