Concept testing

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.

Key insights from a concept test

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.

How it works

The concept test asks respondents to evaluate your concepts on:

  • Overall product/concept likability
  • General purchase intent and purchase frequency
  • Priced purchase intent
  • Optimal price (Van Westendorp pricing model)
  • Value evaluation
  • Concept offering believability
  • Brand coherence and fit
  • General brand purchase lift

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:

  • Single concept evaluation (monadic)
  • Multi-concept evaluation (sequential monadic)
  • Concept selection (MaxDiff design)
  • Concept attribute evaluation (cojoint analysis)

Is this what you need right now?

Take your setup one step further
Standardize, democratize and accelerate your time-to-market for new products with a streamlined custom concept testing framework
Learn more
Take your setup one step further
Standardize, democratize and accelerate your time-to-market for new products with a streamlined custom concept testing framework
Learn more