Your concept is the initial idea for a new product, with some sense of how it is going to be implemented. A concept review is a discussion where you evaluate different or competing concepts and decide which ones you're going to invest in and see through to completion.
It’s a valuable opportunity to discuss what’s working and what’s not working, to avoid pushing ‘go’ on ideas that’ll deliver little value to the end-user.
The core pillar of a concept review is group decision making.
While it may not always be easy, with the appropriate techniques and strategies in place you can get the whole team working together towards a common goal — making your concept review as seamless as possible. And the Delphi method is one such framework.
Also known as ‘iterative convergence’, the Delphi method is based on the idea that a group of experts will be more competent at decision making than a group with basic knowledge.
In a concept review, this would involve individual experts answering questions about their proposed concept before a facilitator anonymously reads them to the group. The benefit? You can see each of the concepts’ pros and cons clearly and make a well-informed decision.
If the Delphi method doesn’t sit well with your team or help your concept reviews flow more smoothly, then you can also try ranking concept ideas. Here, each team member gets one ‘vote’ to use — simply add up the votes on each concept, and you’ll (hopefully!) have a clear winner.