We know from many years' experience in product concept testing how relevant the correct implementation of a promising idea is. Every single word and phrasing of a concept has to be just right if it is not to fail the test!
High-quality product concepts...
... are simple and concise
... speak the language of the consumer
... tell a coherent story with a tension curve from a relevant insight over a fitting benefit to a credible reason-to-believe.
In our Concept+ Sessions we concretize the ideas developed in the innovation workshops and develop them further to testable concepts that can then be validated in qualitative concept tests.