by Richard Bird

7 Simple Suggestions for Concept Evaluation

Sometimes (wink, wink, nudge, nudge, say no more) it’s difficult to get decision-makers to focus on the big-picture and to avoid the distraction of details. This is especially true early in strategy or concept development.

Here are some suggestions:
# Spread all the concepts out. Set aside those that connect based on your first, gut instinct. Move quickly.
# Set aside those that, instinctively, don’t seem right. (The “include” method is preferred - as in option 1.)
# Group concepts by any agreed similarity or other criteria. Choose standouts from any group.
# Group concepts by purely visual themes. Choose one standout design from any group.
# Use the “Eye Doctor” method. Go two-by-two and decide which one is “Better or Worse,” “Better or Worse.” Only the “Better” moves forward to the next comparison. Think on your feet.
# Use comparisons to facilitate feedback with simple language and visual support. “Concept X is a winner, but it needs to say ‘spectacular’ more strongly… like concept Y does.” Consider the ideas eliminated by other methods, too.
# Score each concept on rating scale(s) of your choosing. Compile total scores. Three or more participants.

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