4.2 PRODUCT IDEA CONCEPT DEVELOPMENT

The product idea concept is first developed from market and consumer research but with consideration of the technical aspects of the product. Usually, it is a combination of internal company information searching combined with consumer or, in industrial marketing, customer discussion groups. In industrial product development, it has been shown that selecting the most innovative customers for product concept development reduces the time and improves the product concepts. The product idea concept research leads to a more detailed description of the product ideas and also includes screening of the ideas.

The consumer discussion panel, or as it is usually called the consumer focus group, is invaluable for building up the product concept. About 30-60 consumers can take part in small discussion groups of 6-8 people. They are given simple descriptions of the product ideas and are allowed free rein in their discussions. The consumers discuss their own attitudes and behaviour towards the products and identify their needs and wants in the products.

The product idea concept developed after the discussions details the 'benefits' that the consumers want from the product. These 'benefits' can be divided into four types - basic product benefits, package benefits, use benefits, psychological benefits:

      Basic product benefits include physical characteristics (such as
      size, shape, colour), chemical composition, sensory qualities,
      nutritional value and safety features.

      Package benefits include price, value for money, ease of storage,
      use and disposal.

      Use benefits include convenience in buying and carrying, information
      on use, easy preparation, attractive presentation, recipes and
      nutritional information.

      Psychological benefits include prestige, fun and friendliness,
      aesthetics, healthiness.