PsyLab Innovation and Concept Research

topics Product Concept Development

“Nothing is as constant as change”

The world is changing: values and attitudes, needs and demands for products, services and technologies. And the speed of change has increased dramatically.

Listening to the consumer’s voice is more important than ever to ensure new products, services and technologies meet customers’ needs. Co-Creation is more important than ever; customers become marketers.

PsyLab, Psyma’s range of innovation and concept research solutions, integrates all stakeholders (product managers, experts and customers/users). From the earliest stages of development, Psyma supports clients to make the right decisions.

With qualitative and quantitative research methods, Psyma supports each step of development to determine the study approach that best meets the client’s individual requirements. Our expertise ensures valid and marketable findings.

product concept

needs and trendsidea generationidea screeningidea optimisationprototypingproduct marketing and communication

  • 01. Needs and Trends Screening

    For a new product or service to succeed, it must conform to existing or evolving trends, needs and emotional benefits. PsyLab’s initial phase strives to identify unmet needs by uncovering and understanding trends and changes in consumer behavior.

      Possible approaches:
    • Desk Research: analyze secondary data, user-generated web content, existing client databases, e.g., complaints
    • Evaluation by Psyma’s industry experts: utilize existing internal client knowledge and interview relevant personnel, e.g., sales reps, product managers
    • Ethnography: delve into target groups’ authentic and unbiased environment to gain insights on how the product, service or technology is used in everyday life

    These approaches offer insights into the usage and attitudes of consumers, their needs and their awareness, as well as the opinions of experts.

  • 02. Idea Generation

    The next challenge is to develop new products, services and technologies for these uncovered needs and trends. Special focus is on original, tangible, user-oriented ideas.

      Possible approaches:
    • Creative Workshops: experts or consumers use special creativity techniques to allow for different lines of thinking
    • Online Community: a highly creative and involved target group of users generates new ideas in a competitive environment

    Integration of the target group in the creation process allows development of products, services or technologies that are well-suited for and benefit the consumer. A Co-Creation approach fosters dialogue and idea development between consumers and marketers.

  • 03. Idea Screening

    The preceding steps may uncover numerous feasible ideas. The most promising of these need to be identified for further refinement.

      Possible approaches:
    • Quantitative Idea Screening: large sample sizes produce strong results. Within an online survey, visual stimuli can explain alternatives.
    • Qualitative Idea Screening: a combination of structured rating via Real Time Response RTR™ and in-depth focus groups or interviews.

    The idea screening identifies the most promising ideas and provides relevant indications for their selection and optimization. Decisions are based on criteria, e.g., potential to meet users’ needs, persuasiveness, comprehensibility, originality, and credibility.

  • 04. Idea Optimization

    When promising ideas have been screened and classified, these raw ideas should be optimized based on customer feedback.

      Evaluation options:
    • Qualitative Surveys: fine-tune concepts based on detailed exploration and discussion of consumers’ perceptions
    • Quantitative Surveys: large sample sizes validate consumers’ acceptance of ideas
    • Online Communities: consumers evaluate concepts and develop ideas for improvement according to their usage behavior and needs

    These methods identify the concepts with the most potential for further product development and provide insights for effective communication with the ideal target group.

  • 05. Prototyping

    Based on the most promising concept, prototype of your product, service or technology is developed and optimized according to the target group’s needs.

      Simulation approaches include:
    • Design Clinics: at home or centrally located field tests reveal users’ deeper insights on perception and acceptance, as well as measure performance in a variety of real-life situations.
    • Usability Testing: handling and specific features are tested in differing scenarios. Participants complete real-life tasks to reveal existing barriers or difficulties while using the product.
    • Test Markets: real marketplaces limited to specific regions where new products, services or technologies are already in place. Can compare consumers' reaction, behavior and usage to the reference market, e.g., new websites launched only in specific countries, new sales strategy used only by a few sales representatives in a specific area, etc.
  • 06. Product Marketing and Communication

    After developing a detailed product outline, all marketing elements must be tailored to the concept idea and the target consumer.

      Psyma’s tools:
    • Brand Research to position your brand in a competitive environment
    • Optimization of marketing communication to reach and influence the target audience
    • Pricing tools to help determine optimal pricing in a competitive environment
    • Product line optimization to identify the best combination, e.g., number of products, features included, pricing, in consideration of competitors’ offers
    • Definition of optimal product bundle features and pricing for maximum reach
    • Etc.

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Psyma Group AG

Rueckersdorf/Nuremberg Germany
Phone: +49 (0)911 99574-0