Concept Statements

Page 1 Let’s try a little time travel. We don’t want you giving up any of your great ideas for products, so think of a product you use regularly that hasn’t always existed (sliced bread comes to mind). Concept statements are used to start the conversation in focus groups. It is the concept testing phase of new product development. Concept statements usually consist of two or three paragraphs but can be a whole page. We need enough information so that consumers of that time period would be able to understand the concept so we could test it on them. No repeats. If someone else has already posted your product, it can’t be repeated.