chapter  2
22 Pages

Success Factors for the Ideation Phase

The qualitative character of the concept research in the ideation phase is without any objections. It is all about acquiring insights into why the customers find the new product concept attractive or not. The testing of the product or service concept is an important step towards its success. A concept test does not only determine the potential of the product but also discovers the best way in which to optimise it, position it, fix the price and how to advertise. During the euphoria of the new product brainstorm, an idea is created to accelerate the process by skipping the concept research. The result of the concept research was presented to the whole team during the development workshop in Hattemerbroek in the Netherlands on 15 March. The purpose of the concept research is to test whether the developed new product or service concepts are attractive to the target group.