What is concept development? 7 Stages in concept development.

What is concept development?

If you’re looking for a way to develop your product or service, then this is the right place. 

This guide will help you learn what concept development is, how it can help you, and some tips on creating your own strategy. We’ll teach you everything that’s important so that you can get started today!

What is Concept Development?

Concept development is a stage in the product design process that comes after defining an idea and before capturing it as a blueprint. Concept development is often referred to as product development, and it encompasses the design of a proposed solution including the analysis of alternatives. This technique helps companies deliver products that effectively meet the business goals set out for them.

What is Concept Development?
What is Concept Development?

What is included in Concept Development?

Concept development is a process that needs to be done before the logistics planning. Logistics planning deals with how, where, and when items are going to be transported and stored. Concept development identifies – in early planning stages – the basic requirements for a system, service, or process. It helps to monitor and control the changes of requirements to ensure the needed level of performance, especially for new programs.

7 Stages in concept development

It is common for new product concepts to go through an initial stage of crude ideation before entering into more detailed stages of design and engineering. The following process outlines the key stages of the concept development process, including tips to guide you through each stage.

7 Stages in concept development
7 Stages in concept development

Basic ideation 

This stage of the process is all about generating as many ideas as possible. This part of the process is often referred to as “blue sky thinking” where everything is fair game. It can involve sketching, collages (or mind maps), word associations, etc. The important thing at this stage is to not judge any ideas as being too off the wall, simply because it is difficult to evaluate their potential value.

Evaluating the initial ideas 

At this stage of the process, you need to winnow down your list of ideas into a shortlist. It is important to understand that at this point there are no bad ideas, just not enough time spent on them yet. Embrace all ideas and try to be as objective as possible in considering their merits versus their downsides. Look for good ideas that are easy to implement, will provide the best “bang for your buck” and can be used to build upon in future stages of development.

Developing new ideas 

At this stage, you need to take a focused look at two or three of your best initial ideas and develop them further. Continue to consider the pros and cons of each idea, but start to introduce some practical considerations. Once again, it is important to not be judgmental at this stage as you can always change things later on. It is also a good idea to align your ideas up against a set of criteria that defines what success looks like in terms of your business needs and customer demands.

Selecting the winner

At this stage of the process, you will need to make a decision on which idea (or ideas) will form your product concept. The key here is, to be honest about your ideas and not allow internal politics or other factors to cloud your judgment.

Developing your product concept

This stage of the process involves taking your chosen idea and developing it into a fully-fledged product concept. At this stage, you may need to do additional market research to validate that your chosen idea is unique, interesting, and has an opportunity for commercial success. Developing the concept often includes fleshing out specifications and defining how it will be designed and made.

Testing your product concept 

Your chosen idea is now a concept, but at this stage, you will need to test it thoroughly before moving forward with detailed development and design to ensure that it meets your needs and those of your customers. You can conduct surveys, focus groups, or usability tests to evaluate customer reactions and provide valuable feedback to enable you to further refine and enhance your product.

 Developing into a commercial product 

The final stage of the process is to move your new product concept through engineering and design development, tooling, and testing. There are many stages involved in this complex process, which will vary depending on your product and its complexity.

It is important to manage the process carefully at each stage, as a concept that looks great on paper may not work in practice or when manufactured. You should aim to strike a balance between getting the product into the market quickly with


What is the purpose of concept development?

Before you introduce your product or service, you may use concept development to gauge how your customers will react to it. It’s a method for developing a concept, determining whether or not customers enjoy it, and determining which customer market is willing to buy it.

The concept development process

Concept Development is the process of coming up with ideas for a new product. 

The first step in concept development is to come up with an idea, which can be done by brainstorming or looking at trends and what people are interested in. Then you need to research your idea to see if it already exists or not because that could save time on developing something that’s been tried before. 

Once researched, you have two options: 

1) If there isn’t anything similar available then go ahead and develop the product 

2) If there are other products out there like yours then take their features into account when making improvements so they don’t steal your market share!

The concept development process
The concept development process

What is concept development in marketing?

The process of concept development is proactive, based on insight into future customer needs and based on research into industry trends. It includes deciding what is important to focus on and how to present that as part of the final design.

This process must be carefully documented, which is usually done using a specific type of document called a concept brief. This can be used by different parties such as the product development team, management, or shareholders.

The benefit of creating a concept brief is that it allows the creator to communicate the ideas behind the product development to a wider audience so that everyone understands the reasoning behind the design choices made. It also allows for a better assessment of whether or not development should continue, where such a decision might previously have been based on the intuition of the designer.


Obviously, the purpose of this essay is to provide a basic overview of concept development. Do you want to learn more? Or are you wondering if we can assist you in the creation of a fantastic concept? Send me an email and we’ll talk about your options!



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