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What is a concept board?
A concept board presents a new product idea in images and text so that consumers can understand it at a glance. It's a key tool for objectively evaluating reactions to a product in consumer research or product review sessions, and it shows the product name, a one-line concept, key features, usage scenes, and more in the form of cards or a single image.
When you create and evaluate ideas in Concept Studio, the evaluated ideas are turned directly into concept boards.
What elements make up a concept board?
A concept board consists of the following elements.
Element | What it contains |
Core idea of the concept | Captures the central idea of the concept as its most essential message. |
Unmet need of the target consumer | Raises a problem based on a need the target consumer hasn't yet fulfilled. |
Benefit the product gives consumers | Explains the value consumers get. It is divided into functional benefits, which show how the product solves the problem, and emotional benefits, which focus on the psychological satisfaction felt after use. |
Reason to trust the product | Presents the evidence that lets consumers believe in the product and its benefits. |
How are concept boards created in Concept Studio?
Concept boards are the output of Concept Studio. When you select which of the evaluated ideas to turn into concept boards, AI completes each idea as a concept board with the elements above. Several concept boards are created from a single idea. However, concept boards can only be created from evaluated ideas, so you can't create a concept board on its own.
Concept Studio's concept boards show the following items on screen.
Tip | Click [Regenerate concept board] to create a new concept, or edit only the parts you need and continue using the board for team sharing and concept research. When you edit the copy yourself, keep the following three points in mind.
Respondents skim quickly, focusing on what stands out. Even if the product has many strengths, keep only the most important information so the board is easy to understand at a glance.
It's best to rewrite content consumers may not know, such as ingredients or certifications, in simple words and sentences.
When you evaluate similar concept boards together, the differences between concepts must be clear for the evaluation results to show differences as well.
Introducing Concept Studio, which compresses the front end of new product planning.