A well thought-out, well-developed concept is the key to success for consumer goods. The clear definition of Insight, Benefit and Reasons to Believe not only makes it easier to reach the target group, but also makes the test phase more efficient. Here you can find out what, how and why it works.
Insights - What is stopping your target group from achieving what they want?
Many people would benefit from more of this, but it is particularly important in the product concept: insight. Your product is not yet the focus, it's about understanding exactly what your customers really need. The best way to do this is to ask yourself what is stopping your target group from achieving what they want - and, above all, when. The aim is to create an arc of suspense that will later be resolved with your product.
Example: "Do you always get into a concentration slump in the afternoon?"
Benefits - How does your product answer the selected Insight?
Now it's about picking up the target group right there again and showing how your product answers the selected insight in a unique way. Admittedly: When it comes to consumer goods, it is difficult to reinvent the wheel and stand out from the competition based on functionality alone. This results in two ways of convincing your customers of the benefits of your product:
Does your product really have a special feature that no other has? Fantastic! Tell your target group how it makes their lives easier.
Example: "Thanks to its natural elements, the energy shot gives you a boost of concentration when you need it."
Does your product have an emotional component that no other can evoke? Bring it on! Show your target group how it can arouse these feelings.
Example: "Treat yourself to a break. With the break bar, you can enjoy a healthy power break in your stressful everyday life."
Reason to Believe - Why should consumers believe in your benefits?
But why should the benefits of your product be believed? After all, we are constantly exposed to a multitude of product promises - including yours. Now is the time to close the loop and offer your target group simple explanations as to why your product deserves their trust. Here you can emphasize the history of the product, cite consumer reviews or facts and figures, but also use your company's reputation to build trust. Depending on the company.
Example: "Our company has been using only organic ingredients for over 100 years."
Concept test with social targeting
Innohack's concept test, we use social targeting to ask precisely those people who are really interested in your product the crucial questions:
- Insight: On what occasion would you consume this product?
- Benefits: What do you expect from the product in terms of taste, texture and effect?
- Reason to Believe: Which characteristics such as organic, Fairtrade or Swiss Made are most important?
And after just two weeks, you'll know whether your concept resonates with your target group.
We would be happy to show you personally how you can validate your concept quickly and efficiently with innohack. We look forward to getting to know you!
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