QualQuant ‘Concept Excellence’ – Concept Test / Improvement
A scientific customer collaboration approach to uncover – prioritize expectations based predictive ideas (customer signals) that WORK!
Our QQS “Concept Excellence” Goal:
To develop, refine and nurture new product and service initiatives around predictive ideas/insights (customer signals) with the objective to reduce the probability of failure and increasing the probability of a successful launch and in-market performance.
Innovation is one of the key drivers for companies to sustain and grow profitably. In order for innovation to succeed you have to design and manage the process in a manner to set it up for success. Information moving from one step to the next has to be of very high quality as the level of risk depends on the effectiveness of information going into the concept process. Innovation is multi-disciplinary approach that needs to take into consideration science, art, gut feelings, mathematics, statistics, company resource, etc.
Recipe For a Successful Concept:
- Quality of ideas / insights generated!!!
Innovation excellence is achieved when driven by high quality of ideas / insights derived scientifically & creatively - Innovation is not an out of the box process!!!
An innovation initiative has an end goal & that end goal can be achieved with custom designed innovation tools. - Is customer centric throughout the process!!!
Involving beneficiaries of the innovation at all stages increases the probability of adaption leading to success.
What Makes a Good Concept?
When the essence of a new product or service is being developed by an organization, or changes are being considered to an existing product, the process often begins by brainstorming a range of concepts or ideas, each with different attributes. Typically, the organization is aiming to come up new product propositions that will:
- Fulfill a consumer need
- Have a point of differentiation from existing products in the market; and/or
- Connect with consumers emotionally (via perceived values of the product or through the evocation of desirable feelings)
- Resonate/fit strongly with the brand essence
Connecting You Very Closely to Your Customer’s Expectations:
The QQS scientific QualQuant customer collaboration process is powered by our proprietary ‘Expectations’ based framework that uncovers & prioritizes ideas to provide statistically reliable signals that represent customer expectations on many levels such as functional benefits, emotional benefits, economic value, personal value, lifestyle fits, etc.
Type of Concepts Tested & Improved
- Product
- Prototypes
- Ad creative(s)
- Brand positioning
- Brand statements (taglines)
- New service concepts
- New customer experiences
QualQuant Signals Value
Meet Our Experts
Request a demo by telephone
Hemen Patel : 201-665-6465hemenpatel@qualquantsignals.com
Kimberly Marsh : 973-204-0514
kimberly@qualquantsignals.com
William Lopez : 786-360-2881
william@qualquantsignals.com
Concept Excellence Capabilities
Expectations Based Predictive Ideas / Insights @ Work
Objective: Develop concept to penetrate competitive customers. Test, screen and develop 3 potential concepts from eight existing concepts developed.
Result: A new coffee brand was being introduced within a crowded category. To penetrate into competitive users, it was necessary to test & identify improvement opportunities across eight concepts to develop 3 final concepts that would promote interest and trial. The final concepts had to be very compelling and persuasive to penetrate competitive customers. In order to be very effective, it was necessary to understand the category and the customer as the central point of focus.
QualQuant Signals implemented the QQS ‘Concept Excellence’ an integrated QualQuant customer collaboration solution to develop the final three concepts. The concept test approach had two sections – 1. Post concept exposure quantitative evaluation and, 2. QualQuant sessions (concept improvement phase). The main objective of the QualQuant improvement sessions was to identify for each concept the strengths, opportunities, barriers and unmet needs. The concepts went through the following expectations based evaluations..
1. Elements about the concept that promotes interest / trial
2. Elements about the concept that are potential barriers to interest / trial
3. Any features that are missing
4. Product experiences that would drive loyalty
QualQuant ‘Concept Excellence’ based on customer expectations developed the final three refined concepts based on the screening of eight concepts. The final three concepts were developed based on building of off the strengths, filling the gaps (missing features), removing purchase barriers and adding elements that build a sense of loyalty.
QQS Patented Process: The Concept Improvement Phase -> QualQuant Signals delivered expectations based predictive ideas/insights (concept improvement ideas) by having customers submit ideas/insights followed by asking them to evaluate (select/rate) insights submitted by others. The QQS innovation team using our proprietary analytical plan identified many gaps leading to concept improvements.
Objective: Enhance product packaging concept to increase customer acceptance. Test & improve to develop a better performing packaging concept.
Result: Packaging concepts of a performance based snack bar underwent a concept test which reported trial interest below average among the general population, parents and their children ages 6-14. All other research reported positive signals towards product acceptance. The key question that needed to be answered was – Is it the product or packaging that suddenly decreased trial interest?
QualQuant Signals implemented the QQS ‘Concept Excellence’ an integrated QualQuant customer collaboration solution to evaluate & improve the packaging concept to improve trial interest. The concept test approach had two sections – 1. Post concept exposure quantitative evaluation and, 2. QualQuant sessions (concept improvement phase). The main objective of the QualQuant improvement sessions was to identify the strengths, opportunities, barriers and unmet needs. The concepts went through the following evaluations.
1. Elements about the concept that promotes trial/intent
2. Elements about the concept that are potential barriers to trial/intent
3. Any type of information on the packaging that is missing
4. Visual improvements within the packaging
QualQuant ‘Concept Excellence’ based on amplified customer expectations provided directions to improve the packaging based on leveraging strengths, filling the gaps (missing features), removing purchase barriers and adding visual elements that would be more influential. The improved packaging was re-tested where there were significant lifts in trial interest and frequency of purchase.
QQS Patented Process: The Concept Improvement Phase -> QualQuant Signals delivered expectations based predictive ideas/insights (packaging improvement ideas) by having customers submit ideas/insights followed by asking them to evaluate (select/rate) insights submitted by others. The QQS innovation team using our proprietary analytical plan identified many gaps leading to concept improvements.
Objective: Do customers understand the cruise terms based on our internal perceptions? To test and improve key revenue generating cruise terms.
Result: One of the main marketing elements of the cruise vacation industry are the cruise terms. It is important for customers to perceive the cruise terms correctly as it relates to revenue generation. Previous research findings indicated that there was a disconnect between how customers understood the terms and the actual meaning. There were 50 cruise terms that needed to be evaluated and scored based on the level of perceiving the terms correctly.
QualQuant Signals implemented the QQS ‘Concept Excellence’ integrated QualQuant customer collaboration solution to evaluate the 50 terms. Each customer was presented 7 terms and for each term were asked to express their perceptions (integrated QualQuant session) followed by agreeing or disagreeing to perceptions submitted by other customers. Example question…
1. When you think of pre-boarding arrangements, what comes to your mind?
QualQuant ‘Concept Excellence’ analyzed each term and identified the terms that were misperceived filtered by segment groups. Recommendations were provided with regards to directions on how to make the terms simple to understand within the marketing messages across various touch points.
QQS Patented Process: The Concept Improvement Phase -> QualQuant Signals helped identify the critical terms by having customers submit their perceptions for each term presented followed by asking them to evaluate (select/rate) insights submitted by others. The QQS innovation team using our proprietary analytical plan identified many gaps leading to improvements of cruise terms.
Objective: Innovate to develop the next generation online ‘Car Configurator’ by screening & enhancing prototypes to develop an effective concept.
Result: An auto company was in the process of redesigning the ‘Car Configurator’ feature of the website. The car configurator is an important sales tool that provides the ability to personalize the car delivering a virtual shopping experience. Previous research findings highlighted usability frustrations and not deliver in the information required. There were five prototype pages developed that needed to be screened for enhancements.
QualQuant Signals implemented the QQS ‘Concept Excellence’ integrated QualQuant customer collaboration solution to develop final concepts. Each concept was evaluated for layout of navigation, layout of page, value of content, etc. The quantitative evaluation was followed by QualQuant sessions where customers submitted and rated other customer’s ideas/insights to improve the car configurator. Ideas/Insights were collected for the following…
1. Most influential elements of the page that encourages to configure car
2. Elements that turn you away from configuring the car
3. Most valuable elements within the car configurator that helps you make a final decision
QualQuant ‘Concept Excellence’ based on customer expectations provided a blueprint for the development of the final concept based on taking the strengths, barriers and opportunities from all concepts aggregated.
QQS Patented Process: The Concept Improvement Phase -> QualQuant Signals delivered expectations based predictive ideas/insights (product improvement ideas) by having customers submit ideas/insights followed by asking them to evaluate (select/rate) insights submitted by others. The QQS innovation team using our proprietary analytical plan identified many gaps leading to concept improvements.
QualQuant Signals Patent – Innovative, Unique & Different

Predictive Ideas/Insights
Presented the visual illustration of the QualQuant Signals customer collaboration process.

Meet or Exceed Expectations
Our ‘Expectations’ based framework brings out the outcome based probability of an idea/insight.

Game Changing Process
QualQuant Signals is scientifically designed by applying principles to deliver quality ideas/insights.
Why Choose Us
- Patented Integrated Qualitative/Quantitative
- Scientific Customer Collaboration Process
- Predictive Ideas/Insights (Customer Signals) That WORK
- An Innovative, Unique & Different Approach to Uncover Customer Signals
- QualQuant Signals Brings You Very Close to Your Customer's Expectations
Customer Signals Picked Up
I reviewed with the Nexxus team and we think this report is excellent! We would like to schedule time in January for you to walk us through it. We also would like to have our agencies on the phone, since they manage our communication and content strategies. I sent it to the TRESemmé team. I really think they will be interested in doing a similar project.Stephen Strong, Unilever