Concept test
Select winning concepts and increase the chance of commercial succes
A concept test evaluates the concepts that made it through the concept idea qualification, and identifies their strengths and weaknesses across KPIs such as likability, purchase intent, differentiation, and brand coherence. This enables to decide whether the concept is good enough to continue into product development. If more concepts are tested against each other in the concept test, you will be able to identify the most suitable concept for the given audience.
Key insights
A concept test will provide you with the needed insights:
To select one or more of the best performing concepts to carry into product development
To evaluate the concept against KPI rating and the main attributes influencing the overall concept score
To understand concept strengths and weaknesses and properly proceed to the concept selection
To understand the depth of your market potential
To evaluate how your product features fit to your brand promise
Furthermore, you can benchmark the results for easier relative performance evaluation against the general market or specific competitors.
Concept vs benchmark
Technical set-up
First the set-up methodology is defined (monadic, sequential monadic, MaxDiff, or conjoint analysis).
Concepts are evaluated on a set of attributes (e.g., likability, purchase intent and frequency, value evaluation, credibility, brand coherence and fit).
Optional add-ons can include:
Driver analysis
Price analysis
Data analysis and reporting
The results from the concept testing are analyzed to:
Identify significant differences between concepts across features
Identify the strengths and weaknesses of each concept and define the relative evaluation scores
Optional additional data analysis:
Driver analysis: Penalty-Reward to evaluate overall importance and impact of the features on concept preference
Price analysis: Van Westendorp to determine how much consumers are willing to pay.
Penalty-Reward evaluation
Learn how a streamlined concept testing framework speeds up innovation
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.