New products and services are the lifeblood of every company. Many marketers, however, are unaware that fast, low cost guerrilla techniques for market concept testing can easily replace cumbersome market research, saving lots of money and time in the process.
Summary: This paper provides a simple, actionable approach that can be implemented in any business at any time. This is an essential exercise for lean-thinking companies who want to bypass more traditional, cumbersome and expensive market concept testing processes, which often include unnecessary and expensive market research.
Value to Readers: Helps marketing practitioners by giving them an easy MCT model that works the first time it’s tried. Helps CMOs give strong MCT guidance to the marketing team and delivers a proven platform for pushing back against expensive, and often unproductive, market research.
Paper deliverables include:
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A 5-point intuitive model for strategic planning.
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A process for capturing industry knowledge quickly and inexpensively
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Search terms and suggestions that you can customize
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A simple process for arriving at an unbiased ‘go’ or ‘no go’ decision for a new idea
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A case study for a product sold to iApp evelopers.
Market concept testing is a uniquely interactive experience. This approach gets practitioners off their chairs and puts them squarely into their marketplace. Here, there’s no hiding behind marketing agencies or the internet.
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