1. Trilogy of Validations
Concept Validation +
Forecast
Concept
Development
Product-Market Fit
Product/Final Bundle
Validation + Forecast
Creative Dev &
Validation
Brand-Market Fit
Objective:
• Do we have a concept that meets a broad unmet need?
• Is the concept differentiated and have the potential to succeed?
Focus:
1. Need/Desire
2. Distinct Proposition & Competitive Advantage
3. Prelim Forecast
Objective:
• Is the launch bundle consumer validated? Does it deliver on
launch objectives and ensure that consumer experience from
start (concept) to finish (post-use) is positive?
Focus:
1. Purchase Intent / Trial Interest
2. Final Forecast (Pre-Launch)
Problem-Market Fit
Consumer Quals
Objective:
• How strongly do consumers feel about the problem?
• Do we have a broad unmet need?
Focus:
1. Consumer Immersion, and Behavior & Attitudinal Study
2. Target Consumer
Category Deep Dive
