A successful and distinctive proposition in the market is based on relevant consumer insight. So the conventional wisdom is that, in concept development, we must always begin with identifying an insight. At Blauw we feel otherwise.
In the process of concept development, there are often readily available concepts or ideas, either in the minds of marketeers or from previous projects. What is still lacking is a current and appropriate insight, a sharp definition of the target audience, or the correct interpretation of the benefit.
Why not use these valuable ideas? After all, the marketeer is unrivalled in being able to frame the possibilities of his brand or product. Moreover, consumers are often unable to just tell us what they need. Well-developed research materials help us to precisely locate boundaries and explore new areas. It encourages consumers to think outside the box.
'Concept stimulated insight generation’ is a practical way to simultaneously explore both the insight and possible directions for a concept.