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5 Common Concept Development Pitfalls… 
And How to Avoid Them 
Matt Warta 
CEO & Co-Founder, GutCheck 
Leonard Murphy 
Chi...
Please Tweet and Join! 
@gutcheckit 
#AgileMarketResearch 
Join the ‘Agile Market Research’ group on LinkedIn 
+
3 
GutCheck Summary 
WHAT WE DO 
GutCheck is an agile research solution that delivers the prescriptive consumer insights t...
4 
Agile Market Research eBook 
Read the eBook
5 
GutCheck Services
6 
Product Development Cycle
7 
Intro Story
8 
3 Themes 
System 1 vs. System 2 
Thinking 
Communication 101 
Competitive / Unmet 
Need
9 
System 1 vs. System 2 Thinking
10 
Best Practice Tips 
•People feel better about their emotional choices 
•Have a positive problem (not negative) 
•Don’t...
11 
System 1 vs. System 2 - How to solve? 
Non-conscience Understanding 
BIOMETRICS Affectiva Innerscope Glassic 
NEURO 
S...
12 
Communication 101
13 
Pitfall #2 – U R Not the Customer 
Best Practices 
You can’t see the forest through the trees 
•Have someone else read...
14 
Pitfall #3 – TMI / TLDR 
Best Practices 
•Never overestimate the consumer 
–Never use crazy big words or internal jarg...
15 
Pitfall #4 – Looks do matter… 
Best Practices 
Clear fit to concept 
•Detailed illustration 
•Complement and clarify 
...
16 
Communication 101 – How to solve? 
THE PRODUCT 
REFINEMENT 
GutCheck 
Online Communities 
PACKAGING GutCheck Online Co...
17 
Competitive / Unmet Need
18 
Pitfall #5 – Can’t swing a dead cat…
19 
Competitive / Unmet Need – How to solve? 
3 Step Process 
GutCheck 
Online Communities 
Revelation (FocusVision) 
Qual...
20 
Recap 
System 1 vs. System 2 
Thinking 
Communication 101 
Competitive / Unmet 
Need 
Pitfall #1 
Kid Tested, Mother A...
Question & Answer Session 
21
Thank You! 
Join the ‘Agile Market Research’ group on LinkedIn 
+ 
(877) 990 - 8111 
Matt@gutcheckit.com 
@GutCheckit
Image Attribution 
“Jerry in the sugar isle face down” 
Image Source: Jerry in the sugar isle face down 
Creative License:...
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5 Common Concept Development Pitfalls... And How to Avoid Them

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We all know the fundamentals, but sometimes we're all moving so fast we can forget. Well we're here to help! We got all our research experts in a room and asked what are the 5 most common pitfalls they see when working with our customers every day in the concept development process.

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5 Common Concept Development Pitfalls... And How to Avoid Them

  1. 1. 5 Common Concept Development Pitfalls… And How to Avoid Them Matt Warta CEO & Co-Founder, GutCheck Leonard Murphy Chief Editor & Principal Consultant, Greenbook Deb Roberts Director of Client Services, GutCheck @mwarta @lennyism @gutcheckit
  2. 2. Please Tweet and Join! @gutcheckit #AgileMarketResearch Join the ‘Agile Market Research’ group on LinkedIn +
  3. 3. 3 GutCheck Summary WHAT WE DO GutCheck is an agile research solution that delivers the prescriptive consumer insights that help your products and advertisements win.
  4. 4. 4 Agile Market Research eBook Read the eBook
  5. 5. 5 GutCheck Services
  6. 6. 6 Product Development Cycle
  7. 7. 7 Intro Story
  8. 8. 8 3 Themes System 1 vs. System 2 Thinking Communication 101 Competitive / Unmet Need
  9. 9. 9 System 1 vs. System 2 Thinking
  10. 10. 10 Best Practice Tips •People feel better about their emotional choices •Have a positive problem (not negative) •Don’t tell people about their emotions Pitfall #1 – Kid Tested, Mother Approved VS
  11. 11. 11 System 1 vs. System 2 - How to solve? Non-conscience Understanding BIOMETRICS Affectiva Innerscope Glassic NEURO Sands Research Neurensics NeuroSpire IMPLICIT Sentient Decision Science Forbes Consulting Protobrand BrainJuicer QUAL GutCheck Online Communities
  12. 12. 12 Communication 101
  13. 13. 13 Pitfall #2 – U R Not the Customer Best Practices You can’t see the forest through the trees •Have someone else read it •Test with consumers - don’t use your own judgment ©1999 The Matrix
  14. 14. 14 Pitfall #3 – TMI / TLDR Best Practices •Never overestimate the consumer –Never use crazy big words or internal jargon •KISS (Keep it simple stupid) •TLDR (Too long, didn’t read) –Don’t use too much text – things just get lost
  15. 15. 15 Pitfall #4 – Looks do matter… Best Practices Clear fit to concept •Detailed illustration •Complement and clarify •No new information •Avoid confusion
  16. 16. 16 Communication 101 – How to solve? THE PRODUCT REFINEMENT GutCheck Online Communities PACKAGING GutCheck Online Communities Google Surveys IHUT GutCheck InsightsNow TasteMakers Q Research IN STORE GutCheck Field Agent GigWalk
  17. 17. 17 Competitive / Unmet Need
  18. 18. 18 Pitfall #5 – Can’t swing a dead cat…
  19. 19. 19 Competitive / Unmet Need – How to solve? 3 Step Process GutCheck Online Communities Revelation (FocusVision) QualVu Ethnography 1 2 GutCheck Nielson IPSOS Instant.ly Quantitative 3 GutCheck Online Communities Qualitative
  20. 20. 20 Recap System 1 vs. System 2 Thinking Communication 101 Competitive / Unmet Need Pitfall #1 Kid Tested, Mother Approved Pitfall #2 U R Not the Customer Pitfall #3 TMI / TLDR Pitfall #4 Looks do matter… Pitfall #5 Can’t swing a dead cat…
  21. 21. Question & Answer Session 21
  22. 22. Thank You! Join the ‘Agile Market Research’ group on LinkedIn + (877) 990 - 8111 Matt@gutcheckit.com @GutCheckit
  23. 23. Image Attribution “Jerry in the sugar isle face down” Image Source: Jerry in the sugar isle face down Creative License: https://creativecommons.org/licenses/by-sa/2.0/ “Photographer’s Reflection” Image Source: Photographer’s Reflection Creative License: https://creativecommons.org/licenses/by/2.0/ “My Toyota Matrix” Image Source: My Toyota Matrix Creative License: https://creativecommons.org/licenses/by/2.0/ “toaster” Image Source: toaster Creative License: https://creativecommons.org/licenses/by-sa/2.0/ “Car Sales USA” Image Source: Car Sales USA Creative License: https://creativecommons.org/licenses/by/2.0/ “Tennis Balls” (Alterations from original – Color Change to Blue) Image Source: Tennis Balls Creative License: https://creativecommons.org/licenses/by-sa/2.0/ “Lobster Dog” Image Source: http://adfailure.com/ad-fails/popular/32212-looks-legit-to-me

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