Beruflich Dokumente
Kultur Dokumente
Generate Concepts
Generate Questionnaire
Administer the Test
Organize, analyze, interpret data
Concept Generation
Concepts are typically presented on
8.5”X11” cardstock or board, and are
sometimes called “white card” tests
Card contains:
Headline
Body copy
Illustrations
White Card Headline
This is NOT the same as an advertising headline
A succinct summary of the main selling proposition or
product benefit
Leads into the body copy
Gives consumer a clear understanding of the ideas
that are to be presented in the body copy
Use simple, single-minded declarative statements