100% focus on innovation & consumer insights
Article Number: 403
Concept Writing
(15 Concepts)
€19.931,25 (excl. VAT)
Concept Writing
(15 Concepts)
(15 Concepts)
OVERVIEW
Bring your innovative ideas to life with our CONCEPT WRITING consulting module. We transform your product or service innovation ideas into up to 15 sharp, test-ready concepts. Each concept includes a headline to capture the idea, a consumer insight, a key consumer benefit, reasons to believe, and a summary or tagline, all presented on one slide or page. Based on your briefing, we deliver unique concepts or variations—high-quality, text-based outputs that are ready to be validated in market research.
THIS IS WHAT YOU COULD GAIN
Transform your ideas into up to 15 test-ready innovation concepts that fast-track validation, sharpen consumer focus, and boost success rates. Clear, insight-driven concepts mean faster decisions, smarter investments, and a stronger ROI. Don’t just ideate—innovate with impact.
WHY YOU SHOULD INVEST IN CONCEPT WRITING:
- Faster Validation: Ready-to-test concepts can accelerate market research timelines and time to market.
- Higher Success Rates: Structuring concepts around strong consumer insights improves innovation success rates.
- Clarity & Focus: Tailored, high-quality concepts ensure clear communication of value propositions to target audiences.
- Unique Selling Proposition: Crafting a novel concept establishes a distinct market position, setting your offering apart from competitors.
- Stronger Consumer Engagement: Well-crafted concepts improve engagement and acceptance.
- Scalable Solutions: Up to 15 well-structured concepts provide a broad range of options for innovation pipelines.
- Faster Decisions: Insights-driven strategies enable faster decision-making.
- Opportunity Cost: Without well-written concepts, organisations risk underperforming in consumer testing, potentially losing up innovation opportunities.
- Cost Efficiency: Investing in robust innovation concepts upfront is far more effective than expensive trial-and-error methods.
- Boost ROI: Brands using consumer insights achieve better marketing ROI.
Please be aware that the stated claims and specific figures or numbers are sourced from credible references and are intended solely as an indication of the potential benefits of the respective consultancy service. These figures are for illustrative purposes only and do not constitute performance guarantees or promises of success. For more information regarding our warranties and liabilities, please refer to your Terms & Conditions.
Sources:
- Stremersch et al., 2024 , “Customer insights for innovation: A framework and research agenda for marketing.”
- Deloitte, 2016, “Deep-dive on innovation in Consumer Products.”
- Kantar, 2022, “How behavioral science drives successful innovation.”
- AMA, 2024, “The State of Consumer Insight Strategies for Marketing Success.”
- Kantar, 2024, “How winning insights teams make data-driven decisions the norm.”
- Forbes, 2020, “Why It’s So Important To Create A Novel Product Or Service.”
- McKinsey, 2017, “How to make sure your next product or service launch drives growth.”
- McKinsey, 2024, “How innovation can accelerate industry momentum.”
- KANTAR, 2024, “How AI-powered concept testing can help you predict in-market performance.”
- Dabrowski, 2023, “New Product Development from the Perspective of Creating a Competitive Advantage.”
- Homburg et al., 2015, “New Product Design: Concept, Measurement, and Consequences.”
WHY US?
100% consumer-centric
100% independent
We’ve experienced the challenges ourselves
We’re practitioners and love to “do”
We can look back on a successful track record of powerful projects
We recruit experts with at least 10 years of experience on the corporate side of the FMCG sector
We combine our expertise with coaching elements
Our set-up is lean and agile
Fair and transparent pricing
We’ll build up your competence & expertise along the project
THIS IS WHAT YOU WILL GET
With our CONCEPT WRITING consultancy module, we work closely with you to create up to 15 tailored product or service concepts, where possible. Each concept is developed with precision to ensure it resonates with your target audience and meets market research standards. Together, we’ll:
- Transform your innovation ideas into short, impactful concepts.
- Craft up to 15 concepts, including unique ideas and variations based on your briefing, where possible.
- Generate the key elements for each concept: headline, consumer insight, main benefit, reasons to believe (RTBs), and summary or tagline.
- Transform your innovation ideas into short, impactful concepts.
- Craft up to 15 concepts, including unique ideas and variations based on your briefing, where possible.
- Generate the key elements for each concept: headline, consumer insight, main benefit, reasons to believe (RTBs), and summary or tagline.
- Deliver text-based concepts that are compelling, short, and concise, summarised on one slide or page.
- Provide test-ready outputs for consumer validation in market research.
- Offer optional support for visual mock-ups, if required (with a designer available at additional cost).
We’ll cover the following scope:
- Conducting an initial alignment session to understand your product or service ideas, objectives, and target audience.
- Writing up to 15 concepts (where possible), developed either as distinct ideas or variations on a theme.
- Collaborating to refine ideas, ensuring the final output is strategically aligned with your goals.
- Refining the concept structure to ensure it is both clear and aligned with market research standards.
- Providing guidance on how to adapt and customise concepts for different audiences or testing purposes.
- Offering optional mock-up or visual enhancement services (with a designer available at additional cost)
OUR WORKFLOW
Kick-Off
We’ll begin with an in-depth consultation to understand your innovation ideas, objectives, and audience preferences.
Time:
approx. 2-3h
approx. 2-3h
Idea Gathering & Input Collection
We’ll collect and review all relevant inputs, including existing ideas, insights, or research, to inform the concept-writing process.
Time:
approx. 2 weeks
approx. 2 weeks
Concept Writing
We’ll develop the first draft of up to 15 concepts, where possible, ensuring alignment with your objectives.
Time:
approx.3 weeks
approx.3 weeks
Alignment
A short alignment session to present our preliminary recommendations and draft concepts.
Time:
approx. 2 weeks
approx. 2 weeks
(depending on your speed of approval)
(depending on your speed of approval)
We’ll incorporate your feedback, make refinements to ensure clarity, quality and market research-readiness.
Time:
approx.2 weeks
approx.2 weeks
Visual Creation (optional)
t is up to you whether or not you want your concepts enhanced with visuals, illustrations or mock-ups. We’ll coordinate the design of optional elements for the concepts together with a designer.
Time:
approx.3 weeks
approx.3 weeks
Please note: the cost of the designer is not included in our project costing.
Final Approval
We’ll finalise all concepts and deliver up to 15 test-ready concepts for your approval.
Time:
approx. 2 weeks
approx. 2 weeks
(depending on your speed of approval)
Ready for Validation
Your brand is now equipped with high-quality concepts that are ready for consumer testing or further internal use.
Time:
approx. 2-3h
approx. 2-3h
This represents our ideal workflow; however, we reserve the right to adjust it when necessary to ensure the best outcomes for our clients. When appropriate, we may incorporate additional alignments, in-depth interviews, or brief working sessions to meet specific needs effectively.
THIS IS HOW THE OUTPUT WILL
LOOK LIKE
Throughout our project, we work in close partnership with you, maintaining open communication and delivering iterative feedback to ensure a seamless process.
The final output that you’ll get from our CONCEPT WRITING module, is a PDF presentation, containing at least the following elements:
- Up to 15 text-based and test-ready concepts, where possible.
- Each concept is reduced to its core and summarised on one page or slide.
- Generation of strong consumer insights that the concepts are based on.
- Each concept is structured as follows:
1. Headline
2. Consumer Insight
3. Key Consumer Benefit
4. Reasons to Believe (RTBs)
5. Summary or Tagline - Optional visual aids, e.g. mock-ups, illustration or visuals (with a designer available at additional cost).
Here is an example of how the output will look like.
WHAT YOU’LL GET FROM US WHEN
YOU WORK WITH US
- A methodically developed approach.
- A consumer-first approach we guard the human perspective in marketing by putting the consumer at the heart of our process.
- The strategic backbone for your brand.
- Guaranteed safe- and gate-keeping of your objective throughout the process.
- The MARK.SENZE feel-good factor and the security of guaranteed project implementation.
- Fairness and transparency On the one hand, lean and transparent processes and costs. On the other, methods and tools to use immediately.
WHAT YOU WILL GET FOR FREE
- A journey of discovery, where we find solutions and approaches together - to create something bigger, new, and unprecedented.
- Fresh drive and desire to achieve new, worthwhile goals with your brand.
- A self-confident, newly formed mindset and perspective on brand and company management.
- A new spirit, motivation, and enthusiasm for you and your team.
- The good feeling of being able to actively shape things yourself.
- A free knowledge transfer on top of our coaching approach....and so much more.
WHAT IS INCLUDED IN THE PROJECT
INCLUDED
- Approximately an 11 to 14-week process with MARK.SENZE, including all steps and details as outlined in the scope of work, the workflow, and output.
- Transfer of all usage rights of our work to you.
- The ultimate brainpower of MARK.SENZE.
- Up to 3 correction loops of each approval step.
- And above all: an insightful experience with up to 15 test-ready concepts (where possible).
NOT INCLUDED
- Any extra work you should require outside the stated scope of work.
- Any occurring costs for holding workshops and meetings in person, incl. travelling expenses, venue fees, or catering fees.
- Visual mock-ups, illustrations, enhanced graphics (available at extra cost)
- If required by you, costs of market research or data acquisition.
- Any occurring costs, should you need additional correction loops or if you alter the workflow.
Important Remarks:
This module is designed to deliver up to 15 high-quality, text-based concepts for, where possible, for one brand. If your project requires more concepts, or concepts across multiple brands, additional visual enhancements, or expanded scope, please contact us at innovation@marksenze.com for a customised offer.
Not exactly the service you were looking for?
For a customised approach, please reach out at innovation@marksenze.com. We’d be happy to help.
THE MARK.SENZE SATISFACTION GUARANTEE.
We go the extra mile to deliver great work and to make you happy. In the unlikely event that you shouldn’t be completely satisfied with our work, you can use our Satisfaction Guarantee.
Terms and conditions apply. More information here.
We don’t negotiate prices. Our prices are fixed and fair.
We know that sometimes budgets are tight. That’s why we offer some exciting discount options.
Our whopping discount options
MARK.SENZE believes in a „give-and-take“ mentality.
You can decide freely whether you want to use a discount or not and even what form of discount you’d want to use. Should you decide to use a discount, we only ask you for a small favour in return.
5%
CURIOSITY DEAL
In return for your
- Upfront payment
10%
INNOVATOR DEAL
In return for your
- Upfront payment, and
- Your rating and review of our work.
15%
FIRST TIME DEAL
In return for your
- Rating and review of our work, and
- Your willingness that we’ll use your project for a case study. Of course, we will be careful not to publish sensitive information.
20%
EXPLORER DEAL
In return for your
- Upfront payment
- Your rating and review of our work, and
- Your willingness that we’ll use your project for a case study. Of course, we will be careful not to publish sensitive information.
10% Extra
COMBINATION DEAL
You can benefit of extra 10% discount on top when you commission two projects at the same time.
5%
CURIOSITY DEAL
In return for your
- Upfront payment
10%
INNOVATOR DEAL
In return for your
- Upfront payment, and
- Your rating and review of our work.
15%
FIRST TIME DEAL
In return for your
- Rating and review of our work, and
- Your willingness that we’ll use your project for a case study. Of course, we will be careful not to publish sensitive information.
20%
EXPLORER DEAL
In return for your
- Upfront payment
- Your rating and review of our work, and
- Your willingness that we’ll use your project for a case study. Of course, we will be careful not to publish sensitive information.
10% Extra
COMBINATION DEAL
You can benefit of extra 10% discount on top when you commission two projects at the same time.
It is completely up to you whether you chose to use a discount or not – and even what form of discount you’d want to use.
Be honest: Does anybody else offer such whopping options?
what People SAY ABOUT THE FOUNDER
“With his many years of experience in the field of consumer insights and innovation management, Christoph Zoister stands out as an expert. His ability to generate effective consumer insights and develop strategic innovation concepts from them, can significantly and sustainably develop brands. Christoph Zoister is a strong partner for companies wanting to strategically and innovatively advance their brands.” 
“Christoph Zoister impressed us with his in-depth knowledge and wealth of experience in innovation management. His inspiring way of mastering complex challenges has not only helped us strategically but also inspired us to break new ground with our flagship brand Bad Ischler. His expertise is an invaluable asset for any company looking for new market opportunities." 
“With well-founded consumer insights and innovative strategies, Christoph Zoister has successfully guided our brands, such as Gasteiner and AUER, onto the right path. His expertise helps brands identify new opportunities, conseptualise consumer-oriented innovations, and strategically leverage them for sustainable growth." 
“Thanks to his 'doer mentality,' Christoph Zoister can effortlessly switch between developing visions or setting strategies and executing business objectives. I especially appreciate that he has always struck a healthy balance between understanding business realities and consistently safeguarding strategic brand interests." 
“Christoph Zoister is a visionary. His expertise in innovation management and generating consumer insights is vital in developing groundbreaking concepts and innovations. His ability to find creative solutions based on a strategic foundation makes him a unique asset for any company." 
“I’ve come to know Christoph Zoister as someone with exceptionally strong strategic and analytical skills, combined with extensive project management experience. He has done outstanding work in identifying and implementing profitable business opportunities for Activia and Danone, ensuring both medium- and long-term growth."
Previous
Next
About Us
MARK.SENZE INNOVATION partners with you to holistically develop your brand and business. Our psychological brand management approach places people at the heart of every decision, delivering tailored strategies that drive success. From uncovering actionable consumer insights to crafting future-ready innovation strategies, we provide expert consulting to help your brand grow.
MARK.SENZE is an independent Brand & Strategy Institute founded by Christoph Zoister. With over a decade of experience in strategic and operational roles at global FMCG leaders like Danone and Heineken, as well as multinational private companies, Christoph’s expertise and deep understanding of everyday business challenges form the foundation of MARK.SENZE.
We’re not dusty consultants or theorists: We’ve been in your shoes and faced the same challenges first-hand—on the industry side. That’s why we deliver solutions that work in practice, not just on paper. With MARK.SENZE, you’re not experimenting with interesting theories; you’re implementing a set of proven practices.
Find out more about MARK.SENZE INNOVATION here.
