A concept test evaluates the concepts that made it through the concept 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.
A concept test will provide you with the needed insights:
Furthermore, you can benchmark the results for easier relative performance evaluation against the general market or specific competitors.
The concept test asks respondents to evaluate your concepts on:
We offer all relevant methodologies to go along with the concept testing whether you are looking to test a single concept through monadic testing or multiple concepts through sequential monadic testing.
The most common methodologies are: