concept test

Concept testing is most often used in concept development to test the success of a new product idea before it is marketed. Concept testing and development provide the direction and guidance necessary to selectively identify and communicate key product or service benefits, uses, packaging, advertising, sales approaches, product information, distribution, and pricing.

Potential consumers are involved to provide their reactions to written statements, images or graphics, or actual implementations of the basic idea for the product. Concept testing is most often a go/no go screening that serves to kill concepts with little potential.

A variety of concept testing options are available to help you minimize risk and maximize revenue when entering service, consumer product, and high-technology markets. These options include:

• New Product Concepts - Find which benefits are most important to customers and which features are most likely to lead to the fulfillment of that promise.
• Product Modification/Upgrade - Identify the optimal bundle of features and differentiate between features that are “need to haves” vs. “nice to haves.”
• Migration Path – Consider factors such as features, benefits, brands, image, costs, and training before offering upgrades or migration paths.
• Product Usability/Serviceability - Assess the use experience of a specific product or service and determine how that experience can be improved.
• Pricing and Incentives - Price, incentives, bundling, cross product tie-ins, and cost mitigating factors such as warranties all change price perceptions and perceptions of value.

The Qualtrics Concept Test increases effectiveness by tracking concepts through a key series of psychological and behavioral evaluations. Each of these testing stages focuses on critical needs of the customer and produces actionable information that can drive your corporate product formulation and promotional initiatives:

• Needs Analysis
• Habits and Uses Analysis
• Concept Fulfillment and Preference Testing
• Decision Process Assessment
• Monetary Returns, Psychological Returns, and Total Cost of Ownership

How are concept tests made actionable to help you manage your products and priorities?

• Roadmap of Development Priorities
• Scheduling and Launch Priorities
• Market Potential
• Product Superiority
• Eliminate Product Deficiency
• Promotion Planning
• Increase Profitability

Our years of directing concept tests have produced a unique perspective on the particular needs of product and service users and decision makers. Your project consultants will work closely with you and your staff to determine the best approach by developing research tools customized for your particular application.