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What is Concept Studio?
Enter a product category and planning direction in Concept Studio, and AI suggests new product ideas, AI synthetic consumers evaluate the candidates, and the final ideas are turned into concept boards. Concept Studio is designed based on the actual new product development process.
Step | What happens | Result |
1. Idea brief | Food Diary data for the category you entered (trends over the past 2 years to forecasts for the next year) is analyzed automatically. You review it and then write a brief. | A brief is completed that serves as the basis for generating ideas. |
2. Idea board | Based on the brief, AI combines consumer data attributes (taste, ingredients, format, occasion, etc.) to suggest ideas. | Idea candidates for evaluation are collected. |
3. Idea evaluation | AI synthetic consumers evaluate the idea candidates you selected. | You can compare purchase likelihood across candidates. You can also see reactions by eating-habit segment, along with reasons to buy and reasons not to buy. |
4. Concept board | Concept boards are created from the evaluated ideas. | You get concept boards you can use for internal sharing and concept research. |
Concept Studio is currently available for the Food & Beverage (F&B) category first and will gradually expand to other consumer goods categories.
How does Concept Studio create and evaluate ideas?
1. It generates ideas based on real consumer data.
General-purpose generative AI is useful for coming up with ideas, but it's hard to explain how those ideas relate to real consumer preferences. Concept Studio first finds combinations of attributes, such as taste, format, usage occasion, and positioning, that fit the target and occasion in real eating behavior data such as Opensurvey's Food Diary. AI then adds new web-based information on top of this to create new combinations, so it suggests both familiar combinations and combinations not yet on the market.
2. AI synthetic consumers who reflect everyday eating habits and preferences run the evaluation.
AI synthetic consumers are virtual people built from the response data of real consumer panels, and each one reflects their own everyday eating habits and preferences. Instead of a simple preference survey, they judge purchase decisions in detail based on the question "Would someone who usually eats like this actually buy this product?"
For example, a health-conscious panelist may say, "The seasoning is too strong, so I wouldn't buy it," while a panelist looking for family side dishes may react differently: "It's good for sharing, so I'd buy it." Because the evaluation considers whether a person usually eats that food and what their eating habits are, you can see differences that a single average doesn't reveal.
3. It creates concept boards with key messages and product information.
When you select final concepts from the evaluated ideas, AI turns each idea into a concept you can show to consumers. Concept boards with product images, copy, and concept descriptions are created in several directions for each idea. You can edit the copy and product information yourself, replace the product image with your own, or create the concept board again.
When do you need Concept Studio?
When you want to expand into specific product concepts
"We only have a broad direction, like perilla oil or health, and haven't decided what kind of product to turn it into."
You can start by entering just a category, even without a finished product idea. After reviewing the category trends, enter an idea draft and target, and AI finds attribute combinations that fit the target and occasion in real consumers' eating records and suggests them as ideas. For example, enter "lunch box" as the category, write "an easy breakfast made with perilla oil" as the idea draft, and select people in their 30s as the target. Even if you couldn't picture anything specific at first, you can find the idea you wanted among directions that start from real consumers' eating records.
When you want to narrow down candidates for real consumer research
"Because of research costs and schedules, we need to cut our candidates down to 3 or fewer, but it's hard to explain what to base that decision on."
Once you collect ideas suggested by AI or candidates you added yourself, AI synthetic consumers evaluate them and rank them by purchase likelihood. If you place previously evaluated ideas alongside them as benchmarks, you can immediately compare how competitive new candidates are against top ideas. Concept Studio also provides differences in reactions by segment and reasons to buy or not to buy, so you can use the results as objective evidence to improve ideas and persuade your team.
However, AI synthetic consumer evaluation is meant for first-round screening to compare and select early candidates. Turn your final candidates into concept boards and validate them in concept research with real consumers.
How should you use Concept Studio results?
AI synthetic consumer evaluation results are best used as evidence for pre-screening to decide which candidates to look into further. By comparing multiple candidates, you can identify the options that perform relatively well, the ones that need improvement, and the ones that get split reactions depending on the target.
For questions that require final business decisions, such as launch scale, sales, or price elasticity, check them together with real consumer research. You can select up to 3 of your completed concept boards to design concept research that asks real panelists about their purchase intent.
Next. Check how to use Concept Studio step by step.