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¶ Concept Selection
¶ What it is
The final step in Concepting is selecting the concept to move forward through Validation. Again, the goal is to choose the concept(s) with the most promise to design market experiments.
¶ Why it is useful
Choices are an essential part of the process - and after creating so many options, we have to make an informed choice about how to proceed.
¶ When to use it
Concept Selection happens at the end of Concepting once the concepts have been iterated and are ready to be moved into Experimentation.
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¶ How is it done
- Utilise the Strategic Business Criteria, and prepare a workshop where they are placed next to each concept.
- Score each concept by the criteria and apply a weighting to derive an overall concept score.
- Compare the concept scores, review the winner, and sense-check the outcome against everyone’s feelings and expectations.
- If needed, allow the leader or the group to delegate one additional concept into the next round that they also really believe in, even if it scored low.
¶ Do's & Don't
Do's
- Try to be as objective as possible and use data wherever possible for the scoring.
- Discuss the reasons for the scores and try to hold each other accountable to remove bias.
Don't
- Don’t have a single person score all concepts in isolation; try to make it a discussion process.
¶ Tools needed
- Whiteboard (physical or virtual)
- Post-it notes (physical or virtual)
- Strategic Business Criteria
- Concept Cards
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¶ Example
