Concept Development Workshop

What

  • Process led by two Ipsos researchers
  • Four to six 2-hour focus groups with time for writing and refining concepts between each group
  • Ipsos can provide concept writing training before a CDW to strengthen team skills if needed

Advantages

  • Effective integration between concept development and evaluation by consumers

When to use

  • Resulting concepts/positioning statements are ready for quantitative testing or copy strategy development
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