Question 1

How should we harmonize concept tests across global markets?

Accepted Answer

Harmonize concept tests globally by standardizing core methodology and metrics while allowing for local cultural and language adaptations. Use a consistent survey structure and key performance indicators (KPIs) across all regions — every market should measure the same things like purchase intent, appeal, and brand fit on comparable scales. At the same time, translate or transcreate stimuli so they resonate locally without changing the concept's essence. For example, a tagline with humor or idioms should be rewritten by native experts to convey the same idea in each language. Coordinate through a central team or playbook to ensure each country follows the same sampling criteria and testing protocol. This balance of global consistency with local relevance means the results can be fairly compared and genuinely reflect each market's consumer sentiment, rather than artifacts of translation or different rating habits.

Question 2

How do we use gen AI for ideation without recycling stale patterns?

Accepted Answer

Generative AI (gen AI) can supercharge brainstorming, but to avoid rehashing stale ideas you need to guide it with creative constraints. By default, an AI may fall back on familiar patterns from its training data, so the trick is to prompt it in ways that force novelty. For example, you might ask for ideas that combine two very different domains or explicitly request an "unexpected twist" in each suggestion. Adjusting the AI's settings for more randomness (higher temperature) can also encourage less conventional outputs. Another tactic is seeding the AI with fresh insights or unusual examples that aren't common in its dataset. Finally, use human judgment as a filter: let the AI produce a volume of ideas, then have your team identify and build on the ones that feel truly original. This way you leverage gen AI's speed without getting stuck in clichÃ© territory.

Question 3

What ethical considerations surface in pricing research for essential goods?

Accepted Answer

Pricing research for essential goods (e.g. staple foods, vital medications) must be handled with an extra layer of ethical caution focused on fairness and access. Unlike luxury items, essential goods are needs, so exploiting willingness-to-pay could harm vulnerable people. An obvious consideration is price gouging: just because research shows some consumers would pay a very high price for a necessary drug doesn't mean it's ethical to charge it. You should factor in ability to pay and the societal impact of your pricing recommendations. Often this means considering tiered pricing or ensuring a basic affordability threshold. Transparency and non-discrimination are also key. If your research explores different prices for different groups or regions, ask whether that could be seen as unfair or predatory. Any segmentation (like charging more in wealthier areas) should be weighed against the principle that essentials should be broadly accessible. When conducting studies (surveys, focus groups) on essential goods, be sensitive in how questions are phrased — participants may have strong emotions about cost and access to necessities. It's often wise to involve an ethics review or stakeholder input when interpreting the results. In sum, pricing research for essentials requires balancing business insights with moral responsibility. The outcomes should guide towards sustainable pricing that keeps the product available to those who need it, rather than merely extracting the highest possible margin.

Question 4

When should concept testing be complemented with ethnographic or diary studies?

Accepted Answer

Use ethnographic or diary studies to complement concept testing when the concept involves complex behaviors or context that a simple survey might miss. Concept testing (surveys or focus groups) reveals what people say they like or would do, but ethnography and diary methods show what they actually do over time and why. If an idea needs to fit into daily life or you suspect usage patterns matter, combining methods is often necessary. For example, after a concept test for a home gadget shows interest, you might deploy a diary study where participants use a prototype in their homes and record their experiences over a week. This can uncover practical issues or unanticipated benefits that wouldn't surface in a one-time survey. Similarly, if you're testing a service that relies on habit (like a wellness app), ethnographic observation or mobile diaries can reveal whether enthusiasm in a concept test translates into real engagement. In short, when real-world context or routines are critical to a concept's success, adding ethnographic or diary research provides depth and validation beyond the initial test results.

Question 5

What guardrails prevent idea theft when co-creating with customers?

Accepted Answer

When co-creating with customers, set up guardrails like confidentiality agreements and clear ownership terms to ensure ideas aren't stolen or misused. Right from the start, have participants sign a non-disclosure agreement (NDA) and agree that any ideas developed in the session will be used for the project (and not taken elsewhere without permission). This sets the legal expectation of trust. Process-wise, keep the co-creation transparent and fair: use a neutral facilitator and document contributions (who suggested what) during workshops or on the platform so there's a record. Seeing their input acknowledged makes participants less worried that it will be secretly swiped. Some companies also reward or publicly credit contributors for winning ideas, which further signals good faith. Altogether, these practices create a safe environment - everyone knows the rules, and people feel comfortable sharing their creative ideas without fear that someone (company or fellow participant) will appropriate them unfairly.

InsightFarm

What is InsightFarm?

Services and Expertise

Published on Greenbook

Sharpening the Saw: The Market Research Technology Event

Market Research FAQs with Expert Insights

How should we harmonize concept tests across global markets?

How do we use gen AI for ideation without recycling stale patterns?

What ethical considerations surface in pricing research for essential goods?

When should concept testing be complemented with ethnographic or diary studies?

What guardrails prevent idea theft when co-creating with customers?