A non-traditional approach to concept testing and product evaluation in a qualitative research framework.


In a traditional concept test, product prototypes or conceptualizations of them are presented to target consumers, who are asked a number of questions about each of the concepts presented. In qualitative research, particularly within focused group interviews, discussion of product features is encouraged. This process encourages respondents to step out of the role of purchaser/consumer and into the role of product designer. If (when) this happens, their input becomes worthless, since they make brand choice and purchase decisions as consumers and not as product designers.
What was needed was a way to let respondents design a product (or critically evaluate a product/concept) without leaving their roles as consumers.


Wish Farming operates within the familiar territory of the focused group interview — by focusing respondents on what I wish this product did rather than what I think this product should be, Wish Farming keeps the analysis personal and subjective and allows respondents to provide input to product design without ever leaving their roles as consumers. The process is initiated and maintained in a framework analogous to farming — ideas are sown, growing concepts are fertilized, and fully-evaluated products are harvested — all within the familiar acreage of "I wish…"

Contact us today to learn how Wish Farming can help you get more value from your focused group interviews!