Plan | To purchase Concept Studio, please contact us via the question mark icon at the bottom right.
Concept Studio consists of the following 5 steps.
Idea brief > Idea board > Idea evaluation > Concept board > Concept evaluation |
1. Write an idea brief
In this step, you first enter the category of the new product you want to create, then write an idea brief with reference to the category trend analysis.
step 1. In the Concept Studio menu, select a studio and click [Create new product concept]. If you don't have a studio yet, create one first with [Create new].
* A studio is the unit for collecting and managing your concept work. Only members invited to the studio can access it, and the number of remaining attempts is also managed per studio.
step 2. In the idea brief, enter your idea draft, select a target, and click [Generate ideas].
Category: The product category for which ideas will be created.
Idea draft: Describe the direction and requirements of the product you want to create.
Target: Select the gender and age groups you want ideas for.
Consumption context: Describe when, where, and in what situations the product is eaten.
Sales channel, storage method: Select these if your distribution environment or storage conditions are already set.
Tip | In the idea draft, you can simply enter the product category and direction, such as "sandwich as a lunch replacement." For more specific results you can use right away, also specify constraints, key ingredients, and ingredients to exclude.
Example) "We're planning a sandwich to eat as a lunch replacement. Every idea must be heatable in a microwave, and the bread's texture and the filling's flavor must hold up after heating. Please suggest combinations with a premium taste and feel, like something you'd eat at a café. Candidate fillings are chicken breast, egg, and beef, and each idea should use at least one of them. Exclude processed meats such as ham or jamón, but unprocessed meats are fine. Please suggest a variety of other flavor combinations and bread types."
step 3. When the 'Start concept' window opens, you can start in one of two ways: [Start with idea generation] or [Start with trend review].
1) Start with idea generation
This option creates ideas directly from the idea brief you wrote, without going through trend analysis. Choose this option if you've already decided on the direction and target of the product you want to create. You'll go straight to the idea board, and idea generation starts based on the brief you entered.
Note | If you select [Start with idea generation], the category trend analysis step is skipped, and you can't view the trend analysis results later. If you want to refine your brief with trend data first, select [Start with trend review].
2) Start with trend review
A trend analysis of the category you entered runs. If you already have an idea draft and target in mind, compare them with the analysis results and refine them. For example, you can adjust your target after checking which targets or situations stand out in consumption, or make your draft more specific by adding the eating situation. You can also select a recommended brief at the bottom right to complete your brief.
Category trend analysis: See how the consumption frequency of the category you entered has changed recently, when and where it's mainly consumed, and which targets it stands out among.
Recommended briefs: Three briefs are suggested, focused on 'market size', 'recent growth', and 'idea expansion'. Select the recommended brief with the focus you want, and the idea brief field above is filled in automatically.
2. Select ideas to evaluate on the idea board
In this step, ideas created by AI are collected as cards. After editing ideas or adding your own, select the ideas you want AI synthetic consumers to evaluate.
step 1. Review the idea cards. Each card contains highlights (taste, texture, ingredients, form/size, preparation/consumption method) and a product description.
Add idea: Create and add your own idea cards.
Generate ideas with AI: If there's a direction in which you want more ideas, click the keyword you want to generate additional ideas.
View mind map: Reopen the mind map created during idea generation to see how attributes such as taste & texture, occasion, target, and strengths lead to each idea.
Highlights: Filter ideas by highlight.
Idea group: View ideas by generation round.
Edit: Use the pencil icon on a card to edit the idea's title and content.
Delete: Use the trash icon on a card to delete ideas you won't use.
step 2. Check the ideas you want to evaluate and click [Evaluate ideas].
3. Evaluate ideas and select the ones to turn into concept boards
AI synthetic consumers start evaluating the ideas by comparing their purchase likelihood.
step 1. When the evaluation is complete, ideas are listed in order of purchase likelihood. A line marks the average purchase likelihood of the evaluated ideas. Ideas above the line are labeled Strong, and ideas below it are labeled Weak.
step 2. Click an idea to see its rank, purchase likelihood, and difference vs. average in the panel on the right. You can also see purchase likelihood by gender and age, and by segment based on eating habits.
Tip |
Add custom segment: Define the group whose purchase likelihood you want to know and add it as a segment.
Respondents: Select a filter to change the group whose evaluation results you see.
Evaluation criteria: Use this when you want to compare against ideas already evaluated in another project.
Download evaluation report: The report includes the options to review first, points to watch, decisions to make, and the idea ranking.
step 3. Check the ideas you want to turn into concept boards and click [Create concept board].
4. Review your concept boards
Concept boards are created from the ideas you selected. Each idea gets concept boards in several directions, and each concept board includes a product image and copy, product information, consumer needs, and a concept description.
step 1. Review the concept boards created for each idea. If there's anything you want to improve, you can edit it yourself.
Regenerate concept board: If the result differs from what you intended, you can create the concept board again.
Edit: Edit the tagline, product name, consumer needs, concept description, key points, and product information yourself. If you have a brand logo, you can add it to the board.
Download: Download concept boards as PNG files to use them.
Note | Editing a concept board doesn't change its purchase likelihood. To evaluate the edited content again, run an evaluation with it as a new idea.
* Learn more: How a concept board is structured
5. Design concept research
step 1. If you want to understand in more detail what attracts consumers and why they hesitate, continue with a synthetic persona group interview. It helps you decide how to improve your concept drafts.
Select up to 3 concept boards to interview about and click [Synthetic persona group interview] to open the 'Synthetic persona interview' window. You can also open the same window by clicking [Ask which one is best] below the concept description.
Check selected concept boards: Review the drafts to show the synthetic personas.
Select personas to interview: Choose the segment you want, and participants are assigned automatically at random. You can replace or remove individual participants, or change them all at once with [Redraw all].
Select an interview method: Choose 'Interview with AI recommendations', 'Send a question list', or 'Ask in real time'. The question field is prefilled with the concept board content and draft images by default.
step 2. If you want to check real consumers' purchase intent with objective data, run concept research. It's suited to finalizing one of several drafts or when you need solid evidence for a decision. It's most effective when you use concept research to quantitatively validate drafts that you've refined through synthetic persona interviews.
Select the concept boards you want to ask about purchase intent and click [Design concept research]. You'll move to a Dataspace AI chat and start designing the project from where you left off.
