These three success factors should not be missing from any product concept.

A well-thought-out, well-developed concept is the key to success for consumer goods. By clearly defining insights, benefits and reasons to believe, not only can the target group be better reached, but the test phase can also be made more efficient. This is where you can find out what, how and why it works.

Insights – What is stopping your target group from achieving what they want?

A lot of people would benefit from more of it, but when it comes to product concepts, it's particularly important: insight. The focus here is not on your product, but on understanding exactly what your customers really need. The best way to do that is to ask yourself what is preventing your target group from achieving what they want – and especially when. The aim is to build up a sense of anticipation that will be resolved later with your product.

Example: “Do you ever have a lack of concentration in the afternoon?”

Benefits – How does your product answer the selected insight?

Now it's about picking up the target group exactly where you left off and showing how your product answers the selected insight in a unique way. Admittedly, when it comes to consumer goods, it's difficult to reinvent the wheel and stand out from the competition with its functionality alone. This leaves two ways to convince your customers of the advantages of your product:

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Does your product really have a special feature that no other product has? Fantastic! Tell your target group how it makes their lives easier.

Example: “Thanks to its natural ingredients, the energy shot gives you a boost of concentration when you need it.”

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Does your product have an emotional component that no other product can evoke? Keep it coming! Show your target group how it can evoke these feelings.

Example: “Treat yourself to some time out. With Break-Bar, you can enjoy a healthy power break in your stressful daily routine.”

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Reason to Believe – Why should consumers believe in your benefits?

But why should people believe in the benefits of your product in particular? After all, we are constantly exposed to a multitude of product claims – including yours. Now it's time to close the gap and offer your target group simple explanations of why your product deserves their trust. You can highlight the product's history, cite consumer reviews or facts and figures, but also use your company's reputation to build trust. Depending on the company.

Example: “For over 100 years, our company has relied exclusively on organic ingredients.”

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Concept test with social targeting

With HuggyStudio's concept test, we use social targeting to ask exactly those people the crucial questions who are really interested in your product:

• Insight: When would you consume this product?
  
• Benefits: What do you expect from the product in terms of taste, texture, effect?
• Reason to Believe: Which characteristics such as organic, fair trade or Swiss Made are most important?

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And after just two weeks, you'll know whether your concept resonates with your target group.

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We would be happy to show you personally how you can quickly and efficiently validate your concept with HuggyStudio. We look forward to meeting you!