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Directions for a new concept with a structured approach

How do we develop a good positioning for our new product or service? Customers regularly come to us with this question. To support them in this, we regularly use the 5W model. With this model we expose directions for a new concept in a structured way.


We start with an extensive inventory. In doing so, we map out which insights are already available around:

  • the category
    We focus on the W of What (product attributes) and the How to analyze how the category is discussed with consumers. This gives us insight into the so-called category codes and the way in which benefits are communicated.
  • the context
    Then we look at the context in which the concept acquires meaning. We do this by zooming in on the W of Where (locations) and the W of When (moments). In this way we find out when and where the concept can be relevant.
  • the needs and motivation to use the concept
    Finally, we look at the W of Who (identifying user groups) and the W of Why (underlying motivations and needs) to gain insight into the motivations to start using the concept.

By going through this process very systematically, it becomes clear where insights are still missing and where additional information is needed.

We look at the W’s and the one H from both a consumer and a shopper perspective. You provide insight into the primary drivers for consumers and shoppers by looking at the Who, Why, and When. Marketers often focus on the right side of the model: what, how, and where.

Developing concepts

After the analysis, we work in a creative session on concept directions based on the (combination of) these insights. In this way, we develop concept routes in a structured and creative way that arise from different angles. For example, a route from the combination of context and codes. Or from needs and context, which creates a needs states-driven concept direction. Or we develop a concept route based on the disruption of codes.

Discuss with respondents
The promising concepts are sketched out. Each concept is given a name and packaging design. These are then tested against the target group. The best concept(s) can be further refined based on the feedback. This approach helps our customers to achieve the best possible positioning for their new product or service.

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