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.

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. Please Tweet and Join!
@gutcheckit
#AgileMarketResearch
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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
Agile Market Research eBook
Read the eBook

5. 5
GutCheck Services

6. 6
Product Development Cycle

7. 7
Intro Story

8. 8
3 Themes
System 1 vs. System 2
Thinking
Communication 101
Competitive / Unmet
Need

9. 9
System 1 vs. System 2 Thinking

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
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
Communication 101

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
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
Pitfall #4 – Looks do matter…
Best Practices
Clear fit to concept
•Detailed illustration
•Complement and clarify
•No new information
•Avoid confusion

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
Competitive / Unmet Need

18. 18
Pitfall #5 – Can’t swing a dead cat…

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
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. Question & Answer Session
21

22. Thank You!
Join the ‘Agile Market Research’ group on LinkedIn
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(877) 990 - 8111
Matt@gutcheckit.com
@GutCheckit

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