A concept lab is a group event used to create new products, positioning, promotions, programs, events, communications and other innovative solutions to key marketing issues. Its underlying purpose is idea generation and concept development, followed by a concept optimization process based on the principle of Sequential Recycling, meaning that it is both iterative and interactive. It even includes to a first assessment of the potentials of the concepts generated.
The designers involved in these labs provide support by visualizing the concepts generated through consumer ideas and giving them form.
They are excellently suited to identifying the wishes and expectations of customers for future product innovations and the motivational backgrounds (benefits sought) associated with these.
Concept Labs are used at an early stage of the product development process and support the integration of external customer knowledge into the product development.