When we create concept illustrations for consumer research, it's super important that the illustrations provoke the particular kind of feedback our clients need from their consumers, or else the research will be a waste.
How do we ensure the concept illustrations provoke the right kind of feedback?
We first need to know what you want to find out from your consumers.
Then we need to know what question you will be asking them.
From there we figure out what our concept illustrations must show.
Here's an example...
What you want to find out:
Which of the product benefits/solutions/features your consumers find most desirable, as well as, any particular usability and design preferences they have (so you can improve your concepts based on them)
What question you're asking:
Which puddleless cutting board do you prefer and why?
What the concept illustrations must show:
1. The big idea of how each cutting board concept prevents puddling
2. The overall product design of each concept
Showing these two aspects will enable the concept illustrations to provoke the consumer feedback you need.
Not clearly showing these aspects or showing additional features will likely distract your consumers and derail their feedback.
Have you experienced consumer research that got derailed? Would love to hear why!
Knack is the industrial design studio that packs pipelines with value-creating innovations.
We do so by supporting product innovation teams with new product concept creation & illustration.
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