TFI Envision Develops Concept Boards, Mood Boards, and more
Norwalk, CT — According to the Association for Qualitative Research, “a Concept Board is a form of stimulus material, comprising visual and/or verbal representation of an idea for a product or service, often outlining its attributes and benefits and used to present this idea to participants in research.” TFI Envision, Inc. has been creating concept boards for a wide range of products and services for over 40 years.
The minimal components of a concept board include a headline with the product name; a subhead for the product benefit (keeping it to a minimum amount of words); concept description to reinforce the key product benefits (how it is used, colors/flavors/sizes); a key visual. A key visual supplements the concept description the consumer reads in the body copy to enhance respondents’ comprehension of the idea. Sometimes the price is included or other components that the client wants to get a reaction to.
Concept boards can range from a rough sketch to a full color, highly finished rendering of product with an inspirational or experiential key visual to help further the understanding of the offering to the participants in the research. Testing can be done online or in facilitated groups in person.
In addition to the concept board development, TFI Envision also creates:
• concept packaging
• full scale mock-ups (also referred to as comps or dummies)
• mood boards
• key visuals
For more information about our Concept Materials, send an email to firstname.lastname@example.org
The above image shows the components of a concept board.
A FEW OF THE BRANDS WE HAVE DEVELOPED CONCEPT BOARDS FOR:
I Can’t Believe
It’s Not Butter®