Marketing textbooks are filled with examples of products or services that flopped when they hit the market.

Take Juicero, for instance. Investors pumped a staggering $120 million into a Wi-Fi-connected juice maker that nobody indicated they wanted or needed. Unsurprisingly, it was scrapped within two years.

Or consider ESPN’s mobile phone service, priced at $400 and lacking handset choice for the target audience. The service was swiftly shut down, and ESPN opted to provide content to Verizon instead.

And who could forget New Coke? Launched in 1985, it remains a major marketing misstep. After only a few weeks, Coca-Cola abandoned the product and reverted to its old formula.

Even some of the world’s most innovative companies have failed to foresee the impact of new launches on their target market. Google, for example, arguably launched its wearable Google Glass concept too soon. Its high price did not help, and it failed to connect with consumers.

Fortunately, there is a way to avoid such failures. By conducting product concept testing before a product launch, businesses can develop their ideas in a safe and controlled space with the target audience.

What is Concept Testing?

Concept testing involves presenting potential product concepts or ideas to a target audience and collecting feedback to assess market potential. The concept can be a new set of product ideas, a redesign, or a rebrand.

Testing methods can be online, such as quantitative surveys or online communities focused on qualitative insights, or face-to-face, such as focus groups or in-depth interviews.

The Role of UX Designers

UX designers play a crucial role in concept testing by employing user-centered design principles. They create interactive prototypes that simulate the user experience, allowing participants to engage with and provide feedback on proposed concepts. UX designers ensure that concepts are intuitive, usable, and aligned with the target audience’s needs. They facilitate user testing sessions, observe interactions, and gather valuable insights to refine the concepts.

The Importance of Concept Testing

Here are the five key reasons why concept testing is so important:

1. Concept Testing Helps Filter Ideas

Concept testing helps you move beyond blue-sky thinking and determine which ideas will be a hit. It provides data that can bring the whole team on board by providing consensus on which projects to develop and which to shelve.

Great concept testing unites teams behind ideas with real potential, eliminating the need for office politics or frustrating ‘design by committee.’ With concept testing, you hear directly from consumers about what will work and what won’t.

Using a range of qualitative and quantitative techniques, you can understand the consumer view of different concepts and explore whether the types of products or services you want to develop will resonate. Employing a range of testing tools enables you to identify the product concepts with the highest appeal and understand how these can be refined. This allows you to move to the next stage of development with confidence.

It’s no overstatement to say that a well-designed, concept-testing survey or a skillfully moderated online community can pave the way to success. But any survey template or discussion guide needs to be designed to ensure that the overall package, as well as individual features or attributes, are each assessed and fed back on.

This is something that needs to happen in the early stages of decision-making, too. It cannot be left too late as concept testing aims to help you iterate your ideas and tweak them ahead of launch so that they are primed for success.

2. Concept Testing Prevents Bad Decision-Making

Testing concepts in detail before launch may seem like it delays your go-to-market strategy, but it saves significant time and financial losses in the long run. Failed products or services are costly, but concept testing helps you avoid bad ideas and uncover those with untapped potential.

Concept testing helps you find the strongest option to take forward or improve underperforming concepts, ensuring your plans have a solid chance of success. In this way, concept testing can help you avoid an embarrassing failure and take your product development processes from good to great, thanks to that all-important feedback from those who matter – your customers.

3. Concept Testing Identifies Key Elements

Even if you gauge that your product ideas will fly, there are additional considerations, such as positioning, packaging, branding, and pricing. Concept testing optimizes your innovation, reducing the risk of project failure and limiting excessive costs.

Concept testing is crucial for product developers to determine the innovation’s chance of success. It can shed light on blind spots, inefficiencies, misinterpretations, or problems that can lead to failure. Using concept testing methods like surveys as well as qualitative research via a focus group, in-depth interview, or online community can all help to tease out your target audience’s wants or needs.

4. Concept Testing Fixes Problems Early

The sooner concept testing is undertaken, the more flexibility you have to optimize your initial idea. Concept testing helps you understand what elements don’t work, allowing you to refine ideas swiftly based on consumer feedback.

Through concept testing, you can understand what elements don’t fly with customers so you can ditch underperforming elements to save costs or iteratively improve concepts so that they better meet consumer needs. With an online community, for instance, it’s possible to develop concepts based on consumer feedback and then upload them for further feedback, in this way allowing you to refine ideas swiftly.

5. Concept Testing Ensures Market Fit

Concept testing puts the consumer voice at the heart of product development, ensuring new products resonate with customers and increase business performance. It helps you identify pain points or delights relating to new ideas, establish how your product fits into the lives of your target audience, and determine which concepts they would be willing to pay for.

Good concept testing means getting under the skin of your customer and letting their feelings and needs guide you toward the solutions with the most potential. By putting consumers central to product development, you can develop products and services that outperform the competition.

Conclusion

Concept testing is a crucial step in the product development process, providing valuable insights and feedback from the target audience. It helps businesses refine their concepts, build better products, and increase their chances of market success. By partnering with skilled market researchers, you can gain the insights needed to focus efforts in product development and outperform the competition.

Concept testing is a critical market research method that allows businesses to gather feedback and validate their ideas before investing significant resources into product development. It involves presenting potential product concepts or ideas to a target audience and collecting their feedback to assess market potential and make informed decisions.

By conducting concept testing, businesses can identify and address potential issues or shortcomings in their product concepts early on. This process helps refine and optimize the product’s features, design, and overall value proposition. It enables brands to gather valuable insights into consumer preferences, needs, and expectations, allowing them to align their product development efforts with market demand.

The feedback gathered during concept testing provides actionable data for designers and product teams to improve their concepts iteratively. By incorporating user insights, businesses can make informed decisions about product features, functionality, usability, and overall user experience. This iterative approach ensures that the final product aligns with user needs, expectations, and preferences, increasing the likelihood of market success.

Moreover, concept testing helps in minimizing the risks associated with product development. By validating concepts early on, businesses can avoid costly mistakes and reduce the probability of launching a product that fails to resonate with the target market. It allows companies to make data-driven decisions, optimize resources, and ultimately build better products that are more likely to succeed in the marketplace.

Concept testing plays a pivotal role in the product development process by providing valuable insights and feedback from the target audience. By leveraging this feedback, businesses can refine their concepts, build better products, and increase their chances of delivering solutions that meet customer needs and expectations. This iterative and user-centered approach enhances the overall product quality and increases the likelihood of market acceptance and success.

Product development need never be a risk. If you’d like our support with a concept testing project, please get in touch or request a proposal.

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Before they reach the target market, products or services always start off as unproven ideas. But in order to avoid costly failures, businesses need to understand whether or not they’ll be a hit with consumers.

Concept testing is the process of using qualitative or quantitative research in order to test your ideas ahead of launch. It enables you to ascertain which features are likely to be popular with the target audience and which may need changing. 

Key methodologies and testing methods can include in-depth interviews, online communities and the use of a testing survey to gather feedback on your potential product.

Paving the way to success

Testing product ideas with your target audience enables you to optimize your approach before introducing products to the market, helping you to get features right from the earliest stage and dramatically boosting your chances of success by asking potential customers what they think. It can also prevent costly failures, so an investment in effective concept testing is worthwhile.

After all, seemingly minor product features can have a fundamental effect. In this way, market research enables you to find out what potential customers care about in order to determine which attributes should be incorporated into the final design ahead of the official product launch.

Product and concept development

Behind almost every successful product is a careful research and development phase – and we’ve worked with some of the biggest brands to take their big ideas and turn them into products consumers love through concept and product testing.

But how do you test a product concept effectively?

Here are five examples of how to test product concepts for any potential product.

1. Run an online survey to test overall concept appeal and to narrow down your options

A concept test survey can be a powerful tool. A testing survey can reach large audiences of carefully targeted consumers, providing rich data to be analyzed. It is possible to test a number of concepts in order to understand their appeal and to help you decide which concepts to take forward for further testing.

Product developers know that the use of effective survey questions is a proven way of generating relevant information on which to base future decisions. Questionnaires are typically used for obtaining valuable data. For example, to ascertain how many potential customers there are, whether they would find such a product or service useful, and the sort of price they would be willing to pay. 

The key is to ask the right people the right questions, and to ask enough people to get meaningful results. Often a Likert scale is used, a type of scale used to rate various features or attributes in the eyes of end users. Do bear in mind, too, that you need to approach a significant sample of people who match the profile of your target audience when sending out questionnaires.

Effective concept testing can also give you relevant information and clear pointers as to which demographic groups, geographies or market segments will get as excited about your idea as you are.

2. Employ conjoint analysis to understand which features really matter to consumers

As well as asking potential customers which concept they prefer, you can use techniques like conjoint analysis to gauge which product features are most important. This is a technique which involves presenting people with a series of attributes and asking them to rank them in order of appeal.

Conjoint analysis is regarded as an effective way of gaining detailed insights. Essentially, it’s a way of measuring the value that customers place on a product’s specific features. It typically works via a survey, in which participants are shown a combination of attributes and asked to compare or rank them. It can help measure and understand customer preferences for particular features to generate actionable insights to guide product development.

Whilst the process involves offering respondents a range of choices. It’s important, however, not to overload respondents so that they remain fully engaged with the process.


This approach can help you identify the features that matter to consumers. Use this to categorize features into ‘need-to-have’ versus ‘nice-to-have’. Consider which features and functionality your product really needs in order to be compelling to the target market to prioritize your investment.

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3. Use qualitative methodologies to hone your ideas along with the target audience

Group discussions are a tried and tested way of getting rich qualitative input. We can bring groups of potential customers together – face-to-face in a focus group or in an online community – and conduct a carefully guided discussion, often with prototypes or other stimuli to spark conversation. This allows us to drill down into the product features that consumers really want or need. Qualitative research can also reveal unmet needs, inspiring further development and ensuring your product or service has the edge over the competition.  

 
In some cases, qualitative feedback can be gained by conducting one-on-one in-depth interviews. This is particularly useful if you have a detailed or complicated concept that’s targeted at a niche B2B audience.

It’s important to use open-ended questions to gather insights: Ask respondents what they like and dislike and give them the space to explain their views. This provides the opportunity to get objective feedback from your target audience without restrictions or bias and to obtain detailed and actionable feedback. 


Questions can include, for instance, ‘How appealing are following the features?’ or ‘Which of the following attributes are most important to you?’ or ‘How well do these statements describe the product?’ 


Choosing the right questions, moderating the discussion, probing at the right intervals and keeping respondents engaged is key to successful product concept testing. With so many products failing, testing your concept early is also vital. By testing product concepts thoroughly and early, you’ll know which concepts are likely to drive revenue before you have invested too much time and effort in development.

4. Embrace an agile and iterative testing approach

Another way to test product concepts is to develop an agile and iterative testing approach. Online methodologies like online communities lend themselves well to this, as it’s possible to test concepts, gain feedback, adapt the concepts based upon this and then retest them with consumers.

An online community is an online research platform where consumers are brought together to take part in a series of tasks. The discussion is curated by our team of researchers in order to gain in-depth feedback, which will enable effective concept iteration.

The online community platforms we use have built-in features for concept testing. For example, it’s possible to mark up images to highlight which aspects you like or dislike, adding detailed commentary. The results of this exercise can be analyzed, and the concept iterated accordingly, with the new and improved idea put back into the community for further feedback and testing. The result? By harnessing feedback loops to refine and retest, you’re able to develop the strongest concept possible. 

Even after your product has launched, there’s real value in continuing to gain feedback. Once your product is in consumers’ hands, there’s more to learn about the role it plays in people’s lives and any unforeseen pain points that could require further changes to address. Be ready to test your product concept to ensure it gets better and better. By honing and refining your product features, you can stay ahead of the competition. So always refine and iterate. Successful product innovation is never finished. The beauty of product concept testing is that you have the luxury of being able to respond to feedback until you hit on the optimum prototype. 

5. Harness new technology to bring ideas to life for consumers 

To get the most out of respondents during a piece of concept testing research, it’s important that you bring concepts to life by creating stimuli that enable the target market to picture your proposed products or services. With our own design team in-house we can take your initial ideas and turn them into beautiful mock-ups that ensure the core idea is clear.

To take this a step further, we are currently exploring how to use augmented reality (AR) to bring concepts to life, thereby eliciting higher-quality insights. Through AR, we can create 3D digital prototypes that consumers can place in real environments using their phones. Not only do immersive methods like this deliver richer insights, but they also allow you to test ideas in context.

Get under the skin of your potential customers in this way and let their feelings and needs guide you towards the solutions with the most potential. The results will speak for themselves.

To find out more, please visit our concept testing services page or request a proposal from our team. 

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, via surveys and online communities, for instance.

It’s a great way to bring consumer insights to the heart of the new product development process. These insights can help you understand which products or services will be a hit with your target audience. In this way, a concept test can dramatically reduce the risk of a product failing when it hits the market, helping to ensure a successful product launch.

Online concept testing can also point to areas of your concept that need tweaking, or new features which could be added. It can also help you answer questions such as whether the price is right and how where your idea fits in relation to competitor offerings and the perception of your brand as a whole.

But there is no one-size-fits-all approach, rather a range of methods that can be combined and tailored to meet the demands of each project. 

What online approaches can you use for concept testing?

You can take either a quantitative or qualitative approach to concept testing – or combine both. 

The main quantitative technique is an online concept test survey. Through online surveys, you can reach thousands of targeted and engaged respondents, providing rich and robust data that can be analyzed. In the survey, the concept test would involve consumers reviewing a text description or a visual representation of the concept. Then, the audience would be prompted to answer questions or to discuss their impressions of your idea. 

Single-concepts can be tested through monadic survey design, whilst multiple concepts can be evaluated using sequential design (read more about this in our post on what concept testing is and why it’s important). Once we have ascertained the level of interest or purchase intent data for each concept, these can be plotted on a chart to show which spurred the most promising response. We can also unpick the relative effect of different attributes such as price or features, with the help of a well-designed survey template, advanced statistical techniques. 

When it comes to qualitative techniques, you can either run an online community – a carefully curated space to engage respondents in a group setting, as well as one to one tasks – or run a series of in depth interviews over video chat, in which you have the ability to share concepts on the screen.

What’s the advantage of online?

Online surveys enable you to reach a representative sample to gather robust data quickly and efficiently. 

Online qualitative approaches, like online communities can deliver more detailed feedback than you might get in person. The sheer quantity of comments in an online community is vast – providing a real depth of insight. 

An added benefit of qualitative online testing methods is that they can enable you to test ideas in multiple markets at the same time, so you can identify and explore common themes, rather than having to run focus groups over a number of weeks to get feedback in each market.

Online concept testing best practice

Objectives first, methodology second

Try to avoid embarking on the research with a set methodology in mind. Instead take a step back and think about your objectives and where you are in the product development process. This will help you choose the right approach. 

Ask yourself whether you require high-level responses to multiple concepts, or detailed feedback on one, in particular? Do you need qualitative inspiration or quantitative rankings?

Also think about how far along the development process you are. If you have a prototype of your concept that respondents can interact with it may be that an offline approach like a focus group could be more appropriate, whereas if your concepts are at an earlier stage, an online approach could be more valuable.

We tend to use a combination of testing methods to build up a picture of how products or services could fit into the lives of those you hope will use them – and we’ll tailor the methods based on the project. Often, we’ll work with clients to quantitatively test initial concepts to understand those with most appeal to the target market. This is often followed by an online community in which consumers help you hone your ideas further.

That said, it’s always critical to build a tailored approach depending on what you’re trying to achieve and who you’re trying to reach. For instance, if you’re looking to get feedback on new concepts from hard-to-reach, or B2B audiences, a digital in-depth interview could be appropriate.

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Choose the right tools

Many online community platforms are specifically built with concept testing in mind and have tools that allow respondents to mark up elements of a concept that they like or dislike, along with a justification. 

But always ensure the agency you work with has the right security protocols in place to protect early stage ideas. The platforms we use include a number of built-in security features. Images can be watermarked with a unique respondent identifier and, if you’re testing ads, we can set videos to self-destruct after they’ve been watched once. On top of this, we use all the confidentiality procedures we would for concept testing in-person. With such stringent processes in place, we’ve never experienced a leak. With us, your ideas are in safe hands.

Moderation, moderation, moderation

When you’re testing concepts in an online community, it’s important that conversation is carefully guided just as it would be in an offline focus group. Skilled market researchers know how to curate the conversation in an online setting, finding links between people and encouraging them to open up and feedback comprehensively on ideas.

Through a combination of effective moderation, probing and carefully structured analysis, we can identify the overall themes and elicit the information you need to move forwards in the product development process.

Bring ideas to life for consumers

To get the most out of respondents, it’s also important that you bring concepts to life by creating stimuli that enable the target market to picture your proposed products or services. Often, the early-stage concepts we receive from clients are only roughly sketched out. 

It might be a selection of words on a Post-It note, or a collage of images found online. We work with our in-house designers and copywriters to build on this, fleshing out concepts and designing mock-ups and prototypes to make sure that your initial ideas can be easily understood by consumers. After all, it’s much easier to feed back on an idea you can properly visualize.

We use prototypes to bring ideas to life for consumers in face-to-face focus groups but one of the benefits of qualitative online concept testing methods, like online communities, is that these mockups can be amended based on consumer feedback and then fed back into an online community for further comment. This allows us to iteratively improve the concepts over time to build on and strengthen initial ideas.  

At Kadence, we’re taking this principle a step further by exploring how we can use augmented reality (AR) to further bring concepts to life, thereby eliciting higher quality insights. Through AR we can create 3D digital prototypes that consumers can place in real environments using their phone – in their home, in a supermarket, wherever they happen to be. Not only do immersive methods like this deliver richer, higher quality insights, but they allow you to test concepts in context, thereby overcoming some of the challenges of face-to-face approaches.

Finally, it might sound obvious but it’s also important to ensure that your concepts are ready to be tested. It’s better to delay an online focus group if your concept is not yet fully developed, nor its purpose clear. If your ideas are easily understandable, can be brought to life and readily understood, your participants will be able to provide more comprehensive feedback.

Rigorous research shows you whether you’re really on to something. It puts everyone’s ideas on a level playing field and can help companies navigate internal politics to find a path ahead. After all, it’s your customers who will decide which idea is a success.

In this way, market research can dramatically increase the chances of developing a product concept successfully. Ultimately, testing is the process that enables you to proceed with confidence, and what can be better than that? We’d love to support your organization with concept testing research. To discuss the best way to test your new ideas – be that online or offline –  please request a proposal. 

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 can you make sure your product is part of the 20% (or 10% or 5%?)

Clearly, it’s vital that any new product or service has to be just right. The question is, what does just right look like? And unfortunately, the answer to that question is not up to you. 

It’s up to your customers.

That means it’s important to find out at an early stage whether or not your concept is going to attract customers to buy or not, and if so, how you can make the most of it.

This is where concept testing comes in.

What is concept testing?

Concept testing is how businesses evaluate and optimize ideas before taking them to market.

The concept in question can be a lot of different things. It might be a totally new breed of product that no one has ever seen before. Or it might be a redesign or rebrand. 

Business questions that concept testing can address include:

  • Does the concept meet customers’ needs? Do they ‘get’ it? Do they find it appealing? Does it give them something they want?
  • Is the price right? What are consumers willing to pay? Is the product commercially viable?
  • How should it be positioned? Where does your idea fit in relation to competitors? Does it suit your brand? What’s your natural place in the market?
  • What details need to be tweaked? How can your concept get better? Is everything working right? Are any features missing?

Concept testing is not a single one-size-fits-all technique, but a whole range of methods that can be combined and tailored to fit the demands of each individual project. 

Why concept testing matters

There’s no avoiding it: conducting proper concept testing requires an investment of time and money. But that’s nothing compared to the potential cost of not testing concepts early on in the development process.

Failed products or services cost businesses not just in terms of wasted investment, but in the opportunity cost of what could have been achieved instead. The same goes for a bad ad or a bad logo design.

In fact, in the worst cases, businesses can suffer reputational damage or harm to the value of their brands by launching a product concept that wasn’t right for the market. Marketing history is littered with examples of products and ads that were wide of the mark. 

In 1985 Coca-Cola famously introduced New Coke – its answer to blind taste tests where rival Pepsi came out top. But the success of brands and products is about more than blind tests, and New Coke flopped. Decades later, it’s still remembered as a major marketing misstep.

Remember Juicero? No? Not many people do. Investors pumped $120 million into the $400 Wi-Fi-connected juice maker in 2016 – even though users could get the same effect by just squeezing the juice pouches by hand. Consumers saw through it, and within two years Juicero had been scrapped.

In 2005 ESPN launched an innovative mobile phone service that incorporated its exclusive sports content. But the price was all wrong, and the lack of handset choices also put people off.

Concept testing reduces the risk of costly failures like these, and increases the chances of hitting on a runaway success.

Ultimately, it’s about proceeding with confidence.

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9 Use cases for concept testing

1. Check whether your ideas will really fly 

Just because an idea feels right to you (or your boss, or your friends, or your mum) doesn’t mean it’s commercially viable. Rigorous concept testing research shows you whether you’re really on to something or not, so you can put a rocket under the ideas that have potential, and not waste time on the ones that don’t.

2. Settle arguments and objectively evaluate ideas

Everyone’s got an opinion, right? Great concept testing can cut through corporate politics, putting everyone’s ideas on a level playing field. It busts groupthink and unites teams behind ideas that have a real chance.

3. Compare rival concepts

Pit your ideas against each other and find out what consumers prefer. Once you’ve narrowed down your choice, you can focus on the ones that performed well.

4. Define your list of features and benefits

Particular capabilities and attributes can have a make-or-break effect on the success of a product. Find out which things consumers really care about (and which ones they can do without)

5. Figure out how to make it profitable

Knowing how to manage your costs and prioritize the investments consumers care about is crucial to success.

6. Improve concepts iteratively

Hone and tweak your concept in response to consumer feedback, then test again. Research might even throw up brand new ideas which you can develop and test.

7. Determine who to target

Concept testing can give you clear pointers as to which demographic groups, geographies or market segments will get as excited about your idea as you are.

8. Decide your communication approach

Setting the right tone and getting the key points across is not something that should be based on guesswork. Try your ideas out in the wild and get valuable feedback.

9. Refine after launch

To hone your offering, and keep it ahead of the competition, testing can continue post-launch. 

Does concept testing really work?

Some in the business world feel that intuition and inspiration ought to be enough to develop great products. True innovation, they claim, comes from maverick geniuses like Henry Ford, who supposedly said that if he’d asked customers what they wanted, they would have said “faster horses”.

The thing is, Ford was right. And that’s why at Kadence International, concept testing is about much, much more than just asking people what they want. 

Good concept testing doesn’t have to mean missing out on ground-breaking innovation or settling for mediocre ideas. It means getting under the skin of your customer and letting their feelings and needs inspire solutions with the most potential.

Sure, asking people what they want or what concept they prefer is part of the story – but only part of it. You also need to tap into the psychology and emotions that drive real world consumer behavior, and put it all in the context of the trade-offs that consumers make regarding prices, benefits, and competitive offerings.

Concept testing the Kadence way

Concept testing is one of Kadence International’s many market research specialisms. We’ve got many years’ experience of testing concepts in numerous categories, and driving the creation of successful products and services.

Toiletries

What fragrances of shower gel would appeal to young teenagers, and what kind of imagery and language could bring them to life in a way that feels fresh and different?

We conducted research in two iterative stages. First, we ran an online survey among the target demographic to screen a set of early-stage concepts and identify the ones with the greatest appeal. The winning concepts were then explored and further refined in face-to-face focus groups, with an element of co-creation, providing the client with a robust set of high-quality concepts to develop.

Takeaway coffee

A major food and drink brand wanted to know what kinds of iced drinks could prove a hit with customers over the summer.

We ran a creative workshop with the client’s product development and research teams, to develop a series of new concepts and then visualize these with the help of our design team.  We then screened these in an online quantitative test. This allowed us to isolate the most popular concepts and acceptable price ranges. We followed up with focus groups to refine and enhance the most appealing concepts, giving the client a set of strong, worked up concepts to take into development.

Travel advertising

What kinds of imagery, messaging and language would be most effective in ads aimed at grabbing the attention of high-value travelers and attracting them to a holiday destination?

We ran an online quantitative test to evaluate a series of creative routes, looking at a number of different metrics. We began by measuring a baseline level of interest in visiting the destination, so we could identify the option that gave the greatest uplift in interest. The client was then able to create an ad campaign with the confidence that it would have the impact they wanted.

Food

A major food manufacturer wanted to gauge interest among its B2B customers in purchasing via a direct-to-customer (D2C) model, instead of through wholesalers.

We conducted a series of qualitative depth interviews looking at a set of concepts for potential D2C models. This helped the client establish which options resonated, and how they could be further enhanced.

Research methods for concept testing

At Kadence we employ a wide range of concept testing methods, including qualitative, quantitative, and combinations of both. Every project is different, and we always work with the client to come up with the right blend of techniques. 

We always begin by carefully considering what the client really needs. What do they already know, and what stage are their concepts at right now? Do they require high-level responses to a selection of concepts, or detailed feedback on one in particular? Do we need qualitative inspiration or quantitative rankings? It’s questions like these that guide our choice of methods.

Surveys

Online concept test surveys are a powerful tool. They can reach thousands of carefully targeted and engaged consumers, providing rich data that can be statistically analyzed, ranked and compared. Online surveys can present choices in a way that mimics real purchase decisions, and use statistical techniques to unpick the relative effect of different attributes such as features and price. Our market research experts design the structure, hone the questions, identify the right respondents and analyze the results to pull out the key insights.

Focus groups

Focus groups – are a tried and tested way of getting rich qualitative input. We bring a small group of consumers together – face-to-face or online – and conduct a carefully guided discussion, often with prototypes or other stimuli to spark conversation. Our skilled researchers know the questions to ask that get to the nub of the issue, how to read between the lines of people’s responses, and how to understand the group dynamic.

Depth interviews

For more detailed investigation, we conduct depth interviews with individual respondents, to explore themes and topics in a way that isn’t possible through other methods. It’s a great way to dig into what really drives people’s decisions and behavior.

Ethnography

Ethnographic research is the market research equivalent of going on safari. It’s about observing consumers in their natural habitat. We ask consumers to share pictures, make videos and keep diaries, or we simply spend some time with them one-to-one to get a window on their real lives.

Online communities

Online communities are a great way to get wide-ranging feedback from consumers. We run dedicated short-term communities specifically for your research project, where participants can explore concepts, discuss them, and contribute in text, image or video form, just like in any online community environment. We can put them in groups, set them tasks, and ask them questions. The responses we get are rich and immediate. And because communities run over a period of days or weeks rather than hours or minutes, they allow concepts to be iterated as the research progresses.

The role of design 

At Kadence we always approach concept testing with creativity, drawing on our in-house design skills..

Often the early-stage concepts we are asked to test are only roughly sketched out – it might be a selection of words on a Post-It note, or a collage of images found online. No problem. Our in-house designers and creatives flesh out the concept into something that consumers can get to grips with.

It might be a mock-up of an ad, a visual piece of stimulus to represent a new service, a model or prototype of a product, or a piece of test copy for an ad or website. We’re even piloting an augmented reality (AR) tool that will allow us to create digital 3D prototypes, so research participants can use their smartphones to see how a product would look in real life, in their own home, or wherever they happen to be. Compared to a static image, this immersive new method will take things to the next level, and we expect it to be a highly cost-effective way to deliver richer, higher quality insights.

As well as bringing design skills to our concept testing research, our approach is guided by the principles of design thinking.

The five stages of design thinking are:

  • Empathize: Start by seeing the world through your consumers’ eyes.
  • Define: Set out in clear, simple terms the challenge that you’re trying to address.
  • Ideate: Generate ideas based on what you’ve learned. (This is often the point our clients have reached when they get in touch with us – but that doesn’t mean we won’t return again to the first three stages later, to generate new ideas based on the results of testing.)
  • Prototype: This is where it gets real. Create a version of your product, service, ad or design that consumers can see, feel and provide feedback on. 
  • Test: Here’s where concept testing gets going in earnest. When it’s done, you can revisit the earlier steps and come back with something even better.

We believe this approach is a key part of what makes Kadence different.

10 Top tips for successful concept testing

1. Set clear objectives

It’s important to be as specific as possible about what your aims are. What exactly do you need to find out and what is it going to help you do or decide?

2. Don’t fall too in love with your ideas

The whole point of concept testing is to see which ideas are going to work and which aren’t. If you’re too wedded to a particular idea – or too set against another– then you risk heading down the wrong path. Let the consumer voice guide you, and have the courage to let a great idea go. It’s not the last great idea you’re going to have. 

3. Find the right people

It’s important to test concepts on a relevant group of people – those who represent the potential target audience. Kadence International has been running this kind of research for many years, and we’re experts at finding and recruiting participants – even the most  hard-to-reach audiences. Whether you’re looking for a cross-section of your potential audience, a specific subgroup or a handful of super-engaged brand advocates, we can help.

4. Bring it to life

Create stimuli that bring the concept to life in a way that feels tangible and engaging for your consumers.

5. Iterate, iterate, iterate

It can take a few tries to get a concept right, but it’s worth it (remember those stats on how many new products fail?) At Kadence, we have an in-house design team at hand who can bring ideas to life, and then iterate new designs and prototypes at speed, so we can rapidly respond to feedback, make adjustments and test again.

6. Be agile

Concept testing is different for every project, and doesn’t have to follow a rigid path. Expect to revisit and repeat the various steps until you’ve got your concept right. You never know what new ideas, issues and inspiration will come up when you put your ideas in front of consumers. Go with it.

7. Read between the lines

What consumers say out loud is the tip of the iceberg. We also need to think about how they say it, why they say it and what they don’t say. Professional market researchers are trained to see through to what consumers really think and feel – and what that means for what they will buy.

8. See the big picture

Concept testing isn’t just about scores and rankings for metrics like appeal or consideration. Look at concepts in context – think about the emotional response they elicit, what they mean for the direction you’re taking your brand, or how they might overlap with other offerings you already have on the market.

9. Work with a partner with the right processes in place to protect your early stage ideas

One of the most nerve-wracking things about concept testing is putting raw, untested early-stage designs and ideas in front of consumers. What if details end up in the wrong hands? Be sure to work only with trusted partners that have secure procedures and technologies for both online and in-person research. We’ve been doing concept testing research for years at Kadence, so we have stringent processes in place, and our research platforms include built-in security features that allow images to be watermarked, and videos to self-destruct after viewing. In over a decade, we’ve never seen a leak.

10. It’s never over

Once your product is launched and out there for real, you’re bound to learn new things, or want to make changes to adapt to fast-moving markets. Be ready to test out new ideas and keep iterating, so your product can keep getting better and better. 

What is Concept Testing?

Concept testing is the process of getting your target audience to evaluate or give feedback on an idea before it is released to the public. This method can be applied to a variety of areas, including adverts, physical products, websites, landing pages, and more. By gathering consumer insights early on, businesses can refine their concepts to better meet market demands.

Why Use Concept Testing?

Here are some of the main reasons why businesses should use concept testing:

Evaluate Ideas Early: Concept testing allows you to evaluate ideas early in the development process and make necessary tweaks before launching to a broader audience.

Company Buy-in: It helps your team gain company buy-in for new ideas by providing empirical data that justifies decisions.

Cost Savings: Concept testing can be a significant money saver. Research shows it is 100 times more expensive to fix an error after development than during the testing phase.

For these reasons and more, companies leverage concept testing to ensure their ideas are viable in the real world before investing significant resources. In this article, we’ll take a deeper dive into concept testing and its various facets, including how to conduct it effectively.

Benefits of Concept Testing

Brands that use concept testing often cite the following benefits:

  • Consumer Insights: Provides valuable insights into consumer preferences and perceptions, aiding in the development of products that align with market needs.
  • Demand Identification: Helps identify potential demand for a new product or service, reducing the risk of launching unsuccessful products.
  • Risk Reduction: Significantly reduces the risk of product or campaign failure by validating concepts before large-scale investment.
  • Concept Validation: Validates the viability and relevance of a concept, ensuring it resonates with the target audience.
  • Refinement: Facilitates the refinement and optimization of product features, messaging, and positioning based on consumer feedback.
  • Early Issue Detection: Identifies potential issues or barriers to adoption early in the process, allowing for timely adjustments.
  • Data-Driven Decisions: Enhances decision-making through data-driven insights, leading to more strategic and informed choices.
  • Target Audience Segmentation: Helps identify target audience segments and their specific preferences, allowing for more personalized marketing efforts.
  • Competitive Advantage: Provides a competitive edge by understanding customer needs and wants better than competitors.
  • Successful Launches: Increases the likelihood of successful product launches and marketing campaigns by aligning them with consumer expectations.
  • Resource Efficiency: Saves time and resources by avoiding costly mistakes and failures through early validation.
  • Customer Trust: Builds customer trust and loyalty by delivering products that meet their expectations.
  • Iterative Improvement: Supports iterative development and continuous improvement based on ongoing feedback.
  • Effective Marketing: Enhances marketing strategies by aligning them with consumer preferences and expectations.
  • Communication Foundation: Provides a solid foundation for developing effective communication and promotional materials.

How Does Concept Testing Work?

Concept testing can take various forms depending on what you want to test. Generally, the process involves asking current or target customers to engage with your concept and provide feedback, either in person (e.g., in a focus group) or online (e.g., in an online community or survey).

One of the most popular and effective ways of testing concepts is through an online survey. In this section, we’ll focus on our top tips for conducting successful concept testing via online surveys.

How to Approach Concept Testing Through an Online Survey

Set a Clear Goal at the Outset: Before beginning, it’s crucial to set a clear goal for your test. This helps provide structure and direction to the survey. Ask yourself and your team questions like:

  • Why are you conducting this test?
  • What actions will you take based on the results?
  • How does this test fit into your overall strategy?

The answers to these questions will help you select your testing population, choose the right metrics, and conduct a more effective survey.

Pick the Right Metrics to Track: The metrics you choose can significantly impact the usefulness of your survey. Examples of important metrics include:

  • Purchase Intent: How likely would participants be to purchase the product?
  • Innovativeness: How innovative do consumers find the concept?

These metrics will form the basis of your questions and shape your survey. Questions should focus on likes and dislikes, overall appeal, uniqueness, and innovativeness.

Give Your Survey a Clear Structure: Ensure your survey has a coherent structure, with similar questions grouped together. This helps prevent confusion and frustration among participants. Including an introduction section that outlines what respondents should expect and provides clear instructions can also be beneficial.

Concept Testing Survey Methods

There are two main types of concept testing survey designs: monadic and sequential.

  • Single-Concept (Monadic) Design: Participants analyze one concept, learn its features, and provide feedback. This method provides in-depth responses but can be time-consuming and expensive.
  • Multi-Concept (Sequential) Design: Participants analyze multiple concepts in succession, providing feedback for each. This method saves time and money but may lead to lower-quality responses due to participant fatigue. To mitigate this, randomize the order of concept presentation to avoid bias.

How Long Should a Concept Testing Survey Be?

Opinions vary on the ideal survey length, but generally, it should not exceed 20-25 minutes to avoid “survey fatigue.” We recommend keeping it under 30 questions, focusing on quality rather than quantity.

Ask Screener and Demographic Questions

Screener Questions: Used at the beginning to filter out unqualified participants. For example, if testing an online payment service, a screener question might be, “How often do you shop online?”

Demographic Questions: Placed at the end to gather information about respondents, such as age or profession. This ensures the survey is representative and allows for response analysis based on demographic factors.

Send the Survey Out

Once the survey is ready, select a sample that represents your target population and distribute the survey.

Analysis and Action

The final and most crucial step is to analyze the survey results and take action based on the findings. Use metrics like Likert scores to compare responses across concepts or attributes. Ensure any conclusions are statistically significant before making decisions.

Share the results with stakeholders clearly and in detail to support product launches, gain buy-in, or fuel further R&D.

Concept testing provides hard data to support concept validation, helping businesses make informed decisions and create products that delight customers and drive growth.

To find out how Kadence can help you harness the power of concept testing — and take a more data-driven approach to your organization in general — reach out to request a proposal.

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