Concept testing.

Identify the strongest concept(s) to take forward for further iteration and development.

Concept testing

The start of the product development process is filled with creativity and new ideas. But how do you filter these down to determine which concepts will be a hit with consumers?

We work with businesses to help them move beyond blue sky thinking. With concept testing, we’ll help you develop a shortlist of viable concepts to take into the next stages of product development.

Using a range of qualitative and quantitative techniques, we’ll help you understand the consumer view of different concepts, exploring whether the product proposition, problem you’re trying to solve and reasons to believe resonate with your target audience.

By exploring different factors, employing a range of creative qualitative testing tools and benchmarking against our norms database, we can identify the concepts with the highest appeal, and understand how they can be refined, equipping you with the valuable insight you need to move to the next stage of development.

The impact concept testing research can have on your business:

Understand where to focus your product development

By uncovering the consumer view, we can provide clear direction on where to focus product development.

Identify target customers

Concept testing can be a valuable tool for determining the target audience for a product and understanding how to reach them.

Develop market-leading products

By putting consumers and their needs at the heart of product development, you can develop product and services that outperform the competition.

The global boutique for data and insight

Our global footprint makes us the go-to partner for international market research. We offer all qualitative and quantitative methodologies across our office network and beyond.

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Conducting online market research in Asia: The Go-To Guide

What online methodologies work best in India? How do you get the most out of respondents through digital methodologies in China? Experts across our global boutique share best practice tips and techniques for conducting online market research in Asia Pacific.

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Blog August 15, 2020

The definitive guide to concept testing

Every marketer knows the stat: 80% of new products fail. Or 90%. Or 95%. The precise number differs, but the story is always the same.  By anyone’s standards, those are daunting odds for businesses that want to innovate and stay ahead of the curve. How can companies buck the trend and increase their success rate? […]

How to use online concept testing to evaluate new ideas

So you have a number of exciting concept ideas but you’re not sure which to take into further development? This is where conducting online concept testing comes in. Online concept testing is the process of evaluating product ideas with consumers prior to their introduction to the market. It can include both quantitative and qualitative research, […]

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