Among other things, creative development is designed to assist with the development and monitoring of concepts. A particularly sophisticated form of creative development is based on a series of one-to-one conversations conducted alternately by two psychologists and followed by the development team on video. The first psychologist presents the idea to the test person either orally or in writing or sketch form. He or she tries to depict the new product as vividly as possible and to provoke a wide range of reactions. Meanwhile the development team and the second psychologist follow the conversation on screen and discuss the statements that are made. By the time the second psychologist and second test person start their interview, thoughts about the concept have already taken rather more concrete form and the interview technique refined.