Concept idea qualification
Increase your success by optimizing your concept development process and selecting only winning ideas
A concept idea qualification screens and selects the best performing concept ideas among a larger pool of concepts. The insights generated will speed up the innovation process, make it more efficient by revealing only those few winning concept ideas that perform well with your audience and will avoid unnecessary investments on inferior concepts.
Key insights
By evaluating concepts early in the process, you gain:
The ability to rank concept ideas and focus development on products with higher potential to win in the market
Insights on concept ideas associations
Awareness on consumers’ purchase intent across the similar concepts and their perceived differentiation
Increased chances of concept success and decreased time-to-market
Example of likelihood of purchase
A concept idea qualification enables your organization to focus your resources on developing the right concept(s) in a fully market-oriented way. Early-stage input from consumers will not only increase the chance of success, but also reduce time-to-market as no time is wasted on inferior concept ideas.
Technical set-up
A concept idea qualification is an early-stage concept test which provides a high-level overview of concept preferences. For each concept idea, 3-5 relevant questions are asked.
The set-up is divided into:
Concept evaluation, questions on 3-5 selected features are asked and a score is allocated
Concept ranking, by direct choice (up to 10 ideas), best-worst scoring (11-20 ideas), best-worst scoring or MaxDiff analysis (21+ ideas)
Data analysis and reporting
The concepts ideas are analyzed to identify:
Significant differences between concepts across the selected features
Strengths and weaknesses of each concept and their relative evaluation scores
Best-Worst Scoring is used when more concept ideas are evaluated.
MaxDiff analysis can be considered when more than 20 concepts ideas are evaluated.
Example of concept ideas qualification in multiple markets
Concept Test
Did you already perform a Concept Idea Qualification? Then you should take the next step in your concept development and identify the winning concept.
Learn more about how a Concept Test can help you.
Learn how concept idea qualification cuts costs and time-to-market
Early concept testing reduced time-to-market
How Nestlé’s Global Ice Cream R&D Unit sped up qualifying early-stage concepts in a streamlined process from idea to market.
Get the next consumer trend right in time with early-stage concept testing
In a high-speed marketplace where new is always better, the constant demand for product innovation tightens the grip on market researchers’ budgets and resources. In this blog post, we look into the value of quantitative consumer insights in the early stages of product innovation to get the next consumer trend right in time.