Conduct a Concept Test
With Trustt, test your concept by gathering precise and comprehensive data to create products that meet your consumers’ needs and expectations. The objective? Ensure the success of the concepts and innovations you wish to bring to market.
Concept Testing: The Essential Method to Ensure Product Success
Concept testing is a method that allows you to gather opinions from a representative sample of the target population on a given concept, and to measure its marketing viability. It takes the form of a questionnaire containing a description of the concept (or product) and possibly open-ended questions about its features and anticipated price.
Why Conduct a Concept Test for a Business?
- To measure the viability and potential of an innovation or reformulation,
- To analyze the opinion and level of interest of your target audience,
- To gain a better understanding of consumer expectations,
- To get an idea of future results in case of market launch,
To collect data on survey participants and thus better understand your target audience.
Which Testing Methodology to Adopt?
Several types of tests are possible:
- Monadic test: participants evaluate only one concept;
- Sequential monadic test: multiple concepts are evaluated by each participant;
- Protomonadic test: the objective is to compare the evaluated product with other competing versions;
- Comparative monadic test: participants choose a concept and evaluate it;
- A/B test: participants test several variants of the same concept (or product) that differ in only one criterion (packaging, fragrance, texture, etc)
To delve deeper into the results obtained and the data to be analyzed, it is relevant to offer participants tests:
To respond to a survey to gather valuable information about the target market:
- Test consumer appeal and affinity with the concept;
- Understand consumer purchase intent;
- Get a precise idea of which concept has the most impact.
To participate in a qualitative interview, which can be individual or in the form of a focus group as part of market research.
What Are the Mistakes to Avoid?
FOR THE SURVEY:
- Not presenting the objective of your surveys in the introductory message;
- Omitting to ask demographic questions at the beginning of the questionnaire (age, gender, professional category…);
- Writing survey questionnaires with irrelevant questions for the intended objective and expected results;
- Proposing an overly long list of response choices;
- Establishing a succession of open-ended questions;
- Neglecting the formatting of texts and responses;
- Not testing the questionnaire before offering it to participants.
FOR IMPLEMENTING THE CONCEPT TEST:
- Not clearly defining the objective of the concept study
Before testing your concept (or product/service), it is essential to take the time to clearly define the objective of the concept and the study with precise information. By listing the objective(s), it will be easier to develop the questions to include in the survey.
- Not choosing the appropriate concept testing method
There are many methods for conducting concept tests, and it is essential to choose the one that allows you to achieve your objectives (expected answers or data to compare).
If you need participants to provide a precise and complete evaluation of a single product/service or a single idea, you should use a single concept evaluation.
If you need feedback on a comparison between two or more concepts, concept selection will be the most suitable method. Take the time to evaluate each method in advance to choose the one that best suits the concept evaluation.
- Not including questions about purchase intent
Concept tests primarily serve to ensure that their implementation is attractive and leads to purchase by customers. It is essential to include questions about the likelihood that the target population will buy the product or service being tested.
- Not continuing concept tests during other stages of the product lifecycle
Concept tests are marketing tools to be used during all stages of the product lifecycle. Why? To ensure that the decisions made by the company are always aligned with the expectations of the target audience!
- Collecting opinions from only a specific sample of the population
To be sure of targeting the right audience, it is necessary to gather opinions from a sufficiently large population. You can then modify or validate the concept based on the feedback from the chosen segment(s).
To support you in implementing your product and concept tests, Trustt provides its expertise to companies to create products that meet consumer needs, while giving insights to define the right marketing strategy.
Discover the latest case studies
