THE SINAPTICA CONCEPT LAB is specifically intended for formulating and identifying the optimum product concept.
THE SINAPTICA CONCEPT LAB comes from two basic assumptions:
 |
identifying
the most appropriate product positioning exclusively concerns the company
marketing department as it stems from a precise marketing strategy. Consequently,
it must not be entrusted entirely to the consumer |
|
the company
marketing department occasionally has different positioning options, all
of which are potentially compatible with the strategy |
On the basis of these, the need may arise to identify the consumer insight that
is most easily identified with and most involving, the promise-benefit that most
satisfies the consumer’s needs, and the most credible and effective reason why.
IN THE SINAPTICA CONCEPT LAB the consumer is asked to formulate a product
positioning (concept), but, unlike the classic concept labs, this formulation
is not given over to his “creative freedom” but is the joint result of the image/personality
that he gives to the product, and of the “natural selection” of the company options
that are compatible with the strategy.
THE SINAPTICA CONCEPT LAB, in its simplest form, irrespective of the number
of company options under test, entails carrying out two group discussions with
a homogeneous target.
