Concept Development Quiz

Why are concepts created and tested?

• To avoid good decision-making

• To save time and avoid bad decision-making

• To increase the cost of products

• To reduce product diversity

What is the main purpose of a concept?

• To define the company’s profits

• To capture and communicate a positioning idea

• To determine market share

• To improve sales

Which of the following is NOT an element of a concept?

• Brilliant insight

• Real benefit

• Reason to believe

• Customer satisfaction score

What should an insight be based on?

• A need or problem

• The company’s profits

• Brand recognition

• Competitor analysis

Which type of language is best for insights?

• Technical and complicated

• Positive and relatable

• Negative and pessimistic

• Aggressive and commanding

What should insights avoid?

• Extreme or overly worthy statements

• Relatable situations

• Emotional connections

• Consumer-focused language

Which is an example of a real benefit?

• The brand has been in the market for 50 years

• The product offers unique sparkling taste in two flavors

• The CEO of the company is popular

• The product packaging is colorful

What is a reason to believe?

• A reason the brand uses bright colors

• Evidence that makes the benefit believable

• The product’s market price

• The company’s mission statement

What should be avoided when providing a reason to believe?

• Rational and emotional reasons

• Short and simple language

• Complicated, lengthy, and technical language

• Product stories and support

What is a “snappy summary”?

• A short, compelling phrase that reinforces the benefit

• A detailed explanation of the product's history

• A long description of the product’s features

• A consumer feedback report