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.
What Is Concept Testing and Why It’s Essential for Product Development
Concept testing is the process of using qualitative or quantitative research to evaluate your product ideas ahead of launch. It enables you to understand which features are likely to be popular with the target audience, and which may require refinement.
Key methodologies include in-depth interviews, online communities, and structured testing surveys—each designed to gather actionable feedback on your potential product or service. If you’re unfamiliar with the broader benefits of concept testing, our guide to concept testing provides a helpful overview.
The Role of Concept Testing in Market Readiness
Testing product ideas with your target audience enables you to optimize your offering before market entry. By understanding consumer reactions early, businesses can fine-tune features, adjust positioning, and reduce the risk of costly missteps. A robust concept testing strategy dramatically boosts your chances of success—because it replaces assumptions with evidence.
Even seemingly minor product features can profoundly impact outcomes. Concept testing allows you to uncover which elements your potential customers value most. It also gives you clarity on what to include, what to revise, and what to drop before the product ever hits the shelf.
Product and Concept Testing in Research and Development
Behind every successful product lies a thoughtful research and development process—and concept testing plays a vital role within it. At Kadence, we’ve partnered with some of the world’s most recognizable brands to transform promising ideas into commercially viable solutions through strategic product and concept testing.
When done correctly, concept testing not only validates the idea but can help shape its final execution—from functionality to pricing to messaging. But how do you test a product concept effectively?
Below are five tested approaches that leading companies use to assess and improve product ideas before launch.
1. Use Concept Testing Surveys to Gauge Overall Appeal and Prioritize Ideas
A concept testing survey can be one of the most powerful tools in your product development toolkit. These surveys can reach large, targeted audiences and provide robust quantitative data on how different ideas resonate.
You can test multiple product concepts to understand their relative appeal and determine which are worth pursuing. Surveys allow you to evaluate core attributes—like usefulness, differentiation, and pricing thresholds—by asking the right questions of the right people.
Often, a Likert scale is used to measure attitudes toward each concept, capturing nuance in consumer perception. It’s critical that your respondent base reflects your actual target market. If not, your results will lack reliability.
A strong concept testing survey can also identify which geographies, age groups, or demographic segments show the highest intent, helping you make smarter investment and go-to-market decisions.
2. Conduct Conjoint Analysis to Prioritize Features and Trade-Offs
Conjoint analysis is a statistical technique used to determine how people value different attributes of a product. Rather than asking consumers what they prefer, it uncovers what drives decision-making by presenting combinations of product features for comparison.
For example, in a product testing scenario, respondents might compare variations in price, packaging, and functionality—revealing the trade-offs they’re willing to make. This method helps marketers and product teams categorize features into must-haves and nice-to-haves and assess how changes impact perceived value.
However, it’s important to avoid overwhelming participants with too many combinations. A well-structured conjoint study should be digestible, yet thorough enough to yield insights that guide real-world product planning.
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3. Use Monadic Product Testing to Avoid Bias and Improve Clarity
Monadic testing presents each product concept to respondents individually, rather than side-by-side. This allows for cleaner, unbiased evaluations of each idea in isolation—particularly useful when you want to gather focused feedback without the influence of direct comparison.
Each participant evaluates a single concept based on criteria such as purchase intent, uniqueness, relevance, and likelihood of recommendation. By isolating the exposure, you can assess raw consumer sentiment and identify whether the idea stands on its own merits.
This approach is often used when testing early-stage concepts or when you want to avoid the cognitive fatigue that can come with multiple exposures. It’s especially useful when the concepts being tested are fundamentally different in form or positioning.
4. Apply Comparative Concept Testing to Measure Preference and Differentiation
Comparative concept testing places two or more ideas side-by-side and asks respondents to choose their preferred option. This is a practical method for evaluating relative strengths—ideal when you’re deciding between multiple product names, taglines, packaging options, or functional benefits.
While this technique is fast and cost-effective, it does come with a caveat: more polished or visually appealing concepts often outperform less refined ones, even if the core idea is stronger. To mitigate this, ensure all concepts are presented at a comparable fidelity and that creative variables don’t distort results.
This form of testing is particularly valuable when time is limited and decisions must be made quickly. It’s frequently used in packaging research, ad testing, and feature prioritization.
Looking to understand more about how this method fits into the larger testing strategy? See our 5 reasons concept testing is important article for insights into its strategic role.
5. Conduct Concept Screening for Early-Stage Idea Elimination
When you’re at the beginning of the innovation process and have a wide array of ideas, concept screening helps you eliminate weaker options early. This method relies on quick-read formats—typically short descriptions or visual summaries—delivered to a broad sample of your target audience.
The goal is not deep feedback, but rather directional input: Which ideas generate interest? Which fall flat? Which warrant further development?
Concept screening is particularly useful in the fuzzy front end of product development, when you’re working through broad ideation and need to narrow the field efficiently. It’s often followed by more robust methods like monadic or conjoint testing once a shortlist has been established.
Choosing the Right Concept Testing Method for Your Product
With so many ways to test product ideas, how do you choose the right one? It depends on where you are in the development cycle, how many concepts you’re testing, and what kind of feedback you need.
Early-stage ideation: Use concept screening to eliminate weaker ideas and highlight front-runners.
Refinement phase: Choose monadic or sequential monadic testing to evaluate each concept independently and in detail.
Comparative decisions: Use comparative testing when you’re deciding between two similar options, such as logos or slogans.
Feature prioritization: Apply conjoint analysis to understand which elements drive value and which are expendable.
If you’re launching a product in a new market, it’s especially important to localize your testing methods. What works in one region may not resonate in another. Our global teams at Kadence can help adapt methodologies for cultural context and ensure you’re getting feedback that’s not just statistically significant—but actually useful.
To learn more about adapting testing to different markets and business models, our full guide to concept testing outlines strategic considerations in depth.
Turning Insight Into Impact Through Concept Testing
Concept testing isn’t just a checkpoint—it’s a strategic advantage. Brands that build feedback into the earliest stages of development don’t just avoid failure; they design more meaningful products, faster. Whether you’re refining an MVP or comparing go-to-market options, choosing the right testing method can be the difference between assumptions and assurance.
The most successful businesses are those that stay curious—constantly validating, adjusting, and aligning their offer with what real consumers value. In a market defined by shrinking attention spans and rising expectations, the best product isn’t always the one with the best features. It’s the one that speaks most clearly to what people truly want.
Ready to Validate Your Next Big Idea?
If you’re developing a new product or repositioning an existing one, concept testing can help you uncover what your audience values most—and where your idea stands out. From feature prioritization to launch messaging, we help brands remove guesswork and build with confidence.
Need to find the right sample size for your study? Our Sample Size Calculator delivers quick, accurate results.
What is a Sample Size Calculator?
A Sample Size Calculator helps you determine the number of people you need to survey for reliable results. By entering key details like population size, confidence level, and margin of error, you can calculate the ideal sample size for accurate research findings. For example, If you’re surveying 10,000 customers and want 95% confidence with a 5% margin of error, the calculator will tell you how many responses you need to ensure trustworthy insights.
Calculate your sample size
What Does the Result Mean?
The sample size calculation tells you how many people you must survey to get reliable results. If the calculator suggests 400 respondents, that means surveying at least 400 people will give you statistically reliable results within your chosen margin of error. A larger sample size increases accuracy, while a smaller one may produce less precise results. Use this number to plan your survey with confidence!
Tips: Want more precision? Lower the margin of error, but this will increase the required sample size. Not sure how many people to survey? Try different confidence levels and margin of error settings to see how they affect sample size.
Now that you have your sample size, what’s next? Need to check how precise your results are? Use our Margin of Error Calculator to measure the accuracy of your survey.
How to Use the Sample Size Calculator
Step 1:Enter your Population Size – This is not the total population of a country or city. It’s the specific group you want to study (e.g. school students between the ages of 10 to 16 in the U.S.). If you’re surveying customers of a particular store, the population size is the total number of customers who shop there, not the entire city.
Step 2: Choose your Confidence Level – Select how sure you want to be about your results (90%, 95%, or 99%). A higher confidence means greater certainty but requires more responses to reduce errors. For example, a 95% confidence level is the standard for most surveys, but if you choose 99%, you’ll need a larger sample size for higher accuracy.
Step 3: Select your Margin of Error – The range within which the true result may vary. Choose how much your results might vary from the true answer. ✔ Smaller margin (±3%) → More accurate results but requires more responses. ✔ Larger margin (±5% or more) → Less precise but needs fewer responses. For example, If 60% of people like a product and your margin of error is ±3%, the real number could be between 57% and 63%. A ±5% margin means it could be between 55% and 65%.
Step 4:View Your Sample Size – The tool will tell you how many responses you need for reliable data.
Step 5: Plan your survey: Use this number to ensure your research is accurate and meaningful before launching your survey.
Why Does Sample Size Matter?
Getting the right sample size is key to accurate and reliable results. Here’s why it’s important:
✔ Accuracy – Reduces errors and makes your survey results more reliable. ✔ Efficiency – Saves time and resources by collecting just the right amount of data. ✔ Trustworthy Insights – Ensures your findings reflect the whole population, not just random chance.
Want to ensure your qualitative research captures the right insights?
Explore how different approaches impact your study and discover best practices for gathering meaningful data in ourexpert guide on sampling methods.
Who Can Use This Calculator?
✔ Market Research and Businesses – Find the right number of customers to survey for product feedback and market trends. ✔ Academic & Social Research – Ensure studies accurately represent populations for research and policy analysis. ✔ Healthcare & Clinical Trials – Determine how many patients are needed for valid medical research. ✔ Employee & Workplace Surveys – Gather reliable employee insights for engagement and policy decisions. ✔ Government & Public Policy – Calculate voter research and census study respondents. ✔ Media & Advertising – Measure audience opinions and ad effectiveness with accurate sample sizes.
Now that you have your sample size get expert insights to maximize your survey’s design. We provide in-depth insights to drive better decisions as a leading market research agency.
Need to find the right sample size for your study? Our Sample Size Calculator delivers quick, accurate results.
What is a Margin of Error Calculator?
A Margin of Error Calculator helps you understand how much your survey results might change if you surveyed more people. It shows the possible difference between the results you got and what the true answer might be for the whole population. Example: If 60% of people say they like a product with a ±5% margin of error, the actual percentage could be anywhere between 55% and 65%. A smaller margin of error means more precise results, but it usually requires a larger sample size. This tool helps businesses, researchers, and marketers measure the reliability of their data before making important decisions.
Calculate your margin of error
What Does the Result Mean?
The margin of error tells you how much your survey results might change if you surveyed more people.
✔ Smaller margin of error (e.g., ±3%) → More accuracy, but requires more responses. ✔ Larger margin of error (e.g., ±5% or more) → Less precision but needs fewer responses.
Step 1: Enter your Sample Size—The number of people who completed your survey. More responses = better accuracy. For example, if 250 people answered your survey, enter 250 as your sample size.
Step 2: Enter your Population Size – This is not the population of a place. It is the total number of people in the group you want to study. If unsure, use an estimate. For example, if you’re surveying employees at a company with 5,000 staff members, your population size is 5,000.
Step 3: Pick your Confidence Level – How sure do you want to be about your results? Common choices are 90%, 95%, or 99%. A higher confidence level means more accuracy but requires more responses. For example, a 95% confidence level means that if you repeated the survey 100 times, you’d get similar results 95 times.
Step 4: View your Margin of Error—The tool will show your Margin of Error, the possible range by which your results may vary. For example, if 60% of people in your survey like a product and your margin of error is ±4%, the actual percentage could be anywhere between 56% and 64% in the full population.
Why Is It Important to Calculate the Margin of Error?
✔ Ensures Accuracy – Helps you understand how close your survey results are to the true population data. ✔ Builds Confidence – A lower margin of error means you can trust your findings when making important decisions. ✔ Guides Sample Size – Shows whether you need more responses to improve precision. ✔ Detects Meaningful Differences – Helps determine whether small survey result changes are real or just random variations. ✔ Essential for Business and Research – Used in market research, healthcare studies, polling, and decision-making to ensure reliable insights.
Want to create better surveys? Learn how to ask the right questions and get reliable answers in our market research survey guide.
Who Can Use This Calculator?
✔ Market Research and Businesses – Check customer surveys’ reliability before making decisions. ✔ Academic and Social Research – Ensure studies accurately represent populations for research and policy analysis. ✔ Healthcare and Clinical Trials – Determine how many patients are needed for valid medical research. ✔ Employee and Workplace Surveys – Gather reliable employee insights for engagement and policy decisions. ✔ Government and Public Policy – Calculate how many people are needed for voter research and census studies. ✔ Media and Advertising – Measure public opinion and ad effectiveness with accurate sample sizes.
Now that you know your margin of error, get expert insights to maximize your research!
Need help designing your survey or analyzing results? As a leading market research agency, we provide in-depth insights to drive better decisions. Contact us today to discuss your research needs!
In the high-stakes world of product development, even the most brilliant ideas can fall flat without proper validation. Enter concept testing—a powerful tool that helps brands bridge the gap between imagination and market reality. Concept testing is a critical checkpoint where innovative ideas face their toughest judges: consumers. By gauging real consumer reactions before committing substantial resources to development, brands can refine product features, tailor messaging, and ensure their vision aligns with market demands.
But why is this process so vital? Research shows that 95% of new products fail to meet their creators’ expectations, and concept testing offers a lifeline, turning potential disasters into market hits. The ability to course-correct based on genuine feedback often separates successful product launches from costly missteps.
Key Benefits of Concept Testing
Concept testing goes beyond simply gauging consumer interest—it is a comprehensive tool that enables brands to fine-tune product features, enhance messaging, and reduce risks through advanced analytics and consumer insights.
1. Refining Product Features with Data-Driven Insights
Concept testing allows brands to gather precise consumer feedback on product features before large-scale development. Using predictive analytics and latent class analysis, brands can identify which product features are most important to specific consumer segments, tailoring their offerings to meet market demand.
2. Tailoring Messaging with Psychographic Precision
A compelling product alone isn’t enough. Messaging must resonate emotionally with the target audience. Advanced concept testing techniques such as conjoint analysis and sentiment analysis allow brands to evaluate how well their messaging connects with consumers. This helps identify emotional triggers that drive purchasing decisions.
3. Reducing Risk Through Predictive Analytics and Agile Iteration
One of the most valuable aspects of concept testing is its ability to function as a predictive risk management tool. By conducting A/B tests and simulated market environments, brands can model how products will perform across various market segments and conditions, significantly reducing the likelihood of failure.
Concept Testing Successes
Case Study: Yamaha – Crafting the Perfect User Experience
Image Source: Yamaha Website
Challenge Yamaha, a global leader in musical instrument manufacturing, was deciding between two user control mechanisms—a knob or a sliding fader—for their new electric keyboard. Unsure which option would resonate with musicians, Yamaha turned to their target audience for direct feedback.
Concept Testing Outcome Yamaha gathered valuable insights into user preferences by conducting focus groups and surveys with musicians. Musicians overwhelmingly favoured the sliding fader, citing its precision and ease of use, particularly for live performances. Younger, tech-savvy users also found the fader more intuitive and aesthetically pleasing.
Results Yamaha incorporated the sliding fader into the keyboard’s final design, which received wide acclaim upon its release. This case study underscores how involving consumers early in the design process can lead to more successful product outcomes and stronger consumer-brand connections.
Case Study: Everipe – Unlocking Market Potential Through Concept Testing
Image Source: Hunterand
Background:
Everipe, a brand specialising in healthy superfood smoothie kits, faced a significant challenge when developing a new product line. While working closely with manufacturers to refine the product, they struggled to align the final product with their long-term vision and the anecdotal feedback they received from initial product samplers. This uncertainty made it difficult to know whether the product would stand out in a crowded market of similar health-conscious offerings.
Challenge:
Kerry Roberts, co-founder of Everipe, realised that they were constantly working with the manufacturer and iterating on the product. They were struggling to bridge the gap between the product, their broader vision, and the anecdotal feedback they received from people who sampled it. Everipe needed a data-driven solution to validate its product concept and determine how it compared to competitors in the superfood smoothie category.
That’s when Everipe turned to concept testing and benchmarking. The goal was to gauge consumer interest and benchmark their upcoming product line against dominant competitors in the market.
Why It Succeeded:
As a result of concept testing, Everripe was able to:
Validate Product Appeal: Through data-backed concept testing, Everipe confirmed its product resonated strongly with its target market, identifying key areas where it had a competitive advantage.
Refine the Product Line: The feedback collected helped Everipe make informed decisions about product features and positioning, bridging the gap between their internal vision and what consumers truly wanted.
Benchmark Against Competitors: Everipe could compare its product with the leading brands in the market, providing a clear view of where it stood and what differentiating factors it could leverage.
Everipe used data-driven concept validation to turn uncertainty into opportunity, ensuring their new product line resonated with consumers and stood out in a crowded market.
Concept Testing Failures
Case Study: Juicero – When High-Tech Innovation Misses the Mark
Image Source; Arstechnica
Background:
Launched in 2016, Juicero was positioned as the “Apple of Juicers,” a revolutionary Silicon Valley startup aiming to transform how people consume fresh fruits and vegetables. The brand attracted significant investment from top venture capital firms, raising over $120 million in funding. Juicero’s differentiator was its high-tech design—a Wi-Fi-enabled juicer paired with proprietary juice packs and a mobile app controlling juicing operations. The juicer even refused to operate if a pack had expired, theoretically ensuring a premium, hassle-free juicing experience.
However, Juicero entered the market at $699, later reduced to $399, with individual juice packs costing between $5 and $8. Despite the sleek design and technological prowess, Juicero’s ultimate downfall lay in a fundamental disconnect between its features and consumers’ needs.
Challenge:
While Juicero touted its innovation, the company failed to thoroughly validate whether there was real consumer demand for such a high-tech and complicated juicing experience. Concept testing and iterative validation could have revealed several key missteps in the product’s design and pricing strategy:
Overcomplication: Juicero’s technology, including Wi-Fi connectivity and pack expiration tracking, created an unnecessarily complex experience for what should have been a simple, health-focused product. Consumers didn’t need such advanced features to get fresh juice, and many found the high price unjustified.
Price vs. Value Mismatch: The product was perceived as too expensive, at $699 (later $399) for the machine and $5-8 for individual juice packs. Most customers were unwilling to pay such a premium when cheaper and simpler options existed.
Limited Utility: Juicero required its proprietary packs to operate, restricting consumer choice and adding ongoing costs. As with the failed Keurig 2.0 machine, which only worked with Keurig-approved coffee pods, this product control alienated customers.
Why It Failed:
Juicero’s downfall became evident when Bloomberg posted a video demonstrating consumers could simply squeeze the juice packs by hand—without the expensive machine—and achieve the same results. This revelation dealt a fatal blow to the product’s perceived value, as it illustrated that Juicero’s complex, expensive technology was unnecessary for the product’s core function: extracting juice.
In the aftermath, Juicero faced widespread public criticism, and consumer trust in the brand evaporated. The company was forced to offer refunds to customers and ultimately ceased operations in 2017, just a year after its launch.
Key Reasons for Failure:
Lack of Iterative Concept Validation: Juicero didn’t properly test its product with target consumers, failing to learn that the complexity and high cost outweighed the perceived value.
Over-engineered Solution: The machine’s advanced features were unnecessary, and consumers did not see them as beneficial. Simpler, cheaper alternatives were available.
Unfavourable Market Perception: Once it became clear the machine’s primary function could be replicated by hand, Juicero lost its credibility and failed to recover from the negative press.
Understanding customer needs, market demand, and potential pitfalls could have saved Juicero from becoming one of Silicon Valley’s most notorious product flops.
Case Study: Dove’s Body-Shaped Bottles – When Well-Intentioned Ideas Go Awry
Image Source: YouTube
Background:
In 2017, Dove, a brand known for its body positivity and inclusive messaging, introduced a limited-edition line of shampoo bottles shaped like different female body types. The idea behind this initiative was in line with Dove’s long-standing mission to celebrate beauty in all shapes and sizes, and the bottles were intended to represent inclusivity.
However, instead of being celebrated, the initiative was widely criticised as “tone-deaf,” with many consumers accusing the brand of reinforcing the very body-image issues it sought to address.
Challenge:
Dove conducted a concept testing survey before the launch of the bottles. Their research found that slimmer, human-shaped bottles appealed more to audiences than wider bottles. While this feedback influenced the product design, Dove missed a crucial opportunity to dive deeper into the broader cultural context of their messaging.
The campaign’s execution, however, failed to consider the potential negative perceptions consumers might associate with packaging that drew such direct comparisons between body types and product design. The public backlash suggested consumers felt uncomfortable seeing their body types compared to shampoo bottles, highlighting a misalignment between the brand’s values and the campaign’s message.
Why It Failed:
Despite initial concept testing, the Dove body-shaped bottles failed due to a lack of iterative testing and a disconnect between the concept and its execution. Dove’s initial research focused on visual appeal but did not consider the broader cultural and emotional context. By the time the bottles hit the shelves, it was clear the packaging undermined Dove’s previous campaigns, which had championed body positivity without objectifying women’s bodies.
Had Dove employed continuous, iterative concept validation throughout the design process, they might have spotted the cultural disconnect earlier. Testing the bottles at multiple stages of development would have allowed the brand to gauge consumer sentiment more thoroughly, giving them a chance to adjust their strategy before launch.
Key Reasons for Failure:
Lack of Iterative Testing: Dove’s concept validation occurred early in the design process, but further testing was not conducted as the project evolved.
Cultural Disconnect: Despite their positive intentions, the brand underestimated how the comparison between body shapes and product packaging could be perceived as offensive.
Failure to Align with Brand Values: Dove’s execution clashed with their previously successful campaigns that celebrated body positivity without objectifying women.
This case highlights the importance of ongoing concept testing reflecting real-time cultural beliefs. Testing concepts at multiple stages of development and ensuring alignment with brand values can help avoid reinforcing unintended negative messages, even if those messages are well-intentioned.
How to Implement Concept Testing Successfully
Implementing concept testing effectively goes beyond simply gathering feedback—it requires a strategic, well-structured approach that aligns with a brand’s overarching goals. So how can brands extract maximum value from concept testing?
1. Target Audience Selection: Testing the Right Consumers
The foundation of a successful concept test lies in selecting the right audience. This involves segmenting consumers not just demographically but also psychographically. In advanced concept testing, brands can use behavioural segmentation to target consumers based on their buying habits, lifestyle choices, and brand affinities. The more accurately a brand can identify its target audience, the more actionable the feedback becomes. This ensures the insights gathered reflect the needs and preferences of the consumers who purchase the product.
Example: Brands entering new markets must select a representative sample of the local consumer base. Companies often use multi-market testing platforms to segment their audience by geography and cultural context, ensuring that the feedback they receive is relevant to each unique market. This is particularly important for global brands launching products across different regions.
2. Testing Methods: Choosing the Right Tools
There are several methodologies brands can adopt for concept testing, each offering different insights depending on the product and target market. Some of the most effective concept testing methods include:
Surveys: Collect quantitative data from a large sample to identify overall trends in consumer preferences.
Focus Groups: A qualitative approach that allows brands to dive deep into consumer perceptions and emotional reactions to product concepts.
Online Testing Platforms: Digital testing environments allow brands to conduct A/B testing and gather real-time feedback, enabling faster iterations of product development.
Brands with advanced testing capabilities are now leveraging conjoint analysis—a statistical technique that helps determine how consumers value different features in a product. This type of testing allows brands to identify the optimal combination of features that will drive market success.
Example: An online retailer looking to launch a new product line may use A/B testing on its e-commerce site. By presenting different product descriptions, pricing options, or visuals to different consumer groups, the brand can determine which combination yields the highest engagement and purchase intent. This reduces the guesswork involved in product development.
3. Data Analysis: Turning Feedback into Actionable Insights
Once the data is collected, brands must transform raw consumer feedback into actionable insights. Advanced data analytics tools are instrumental in this process. Many companies use machine learning algorithms to identify patterns and predict how products will perform across different segments. This allows brands to adjust product features or marketing strategies with a higher degree of confidence.
Text analysis tools help companies analyze qualitative feedback from open-ended survey questions, focus groups, and social media responses. By categorising consumer sentiments and identifying key pain points, brands can make data-driven decisions that reflect real consumer needs.
Example: Imagine a consumer electronics company planning to launch a new smartphone. Using predictive analytics during the concept testing, they can model how various feature combinations (such as screen size, battery life, and camera quality) will perform across different consumer demographics. This analysis helps the company tailor the product to maximise appeal, ensuring a higher likelihood of success.
4. Refining Strategy: Agile Testing for Continuous Improvement
Concept testing isn’t a one-time activity. The most successful brands use an agile testing approach, continuously gathering feedback, refining, and testing again. This iterative process helps brands stay responsive to market shifts and consumer preferences, ensuring the final product is relevant when it launches and adaptable to future trends.
Example: Brands in the tech sector frequently use agile testing to adapt to rapidly changing consumer expectations. For instance, a software company might test different versions of a product feature with select user groups before committing to full development. This agile approach allows quick adjustments and ensures the final product is market-ready.
Emerging Trends in Concept Testing
Concept testing is constantly evolving, driven by technological advancements and shifting consumer behaviours. Forward-thinking brands must stay aware of the latest trends to optimise their product development processes and maintain a competitive edge.
Here are some of the most notable emerging trends in concept testing:
1. AI and Machine Learning for Deeper Insights
While concept testing has always relied on data analysis, integrating AI and machine learning takes it to the next level. These tools enable brands to process large datasets more quickly and uncover subtle patterns in consumer preferences that would otherwise be missed. With AI-driven algorithms, brands can predict consumer reactions and long-term product performance trends, helping them stay ahead of the curve.
How to leverage: Brands should adopt AI-powered platforms to enhance their data analysis capabilities. This will make pinpointing key product features or messaging strategies that resonate with different segments easier.
2. Real-Time Feedback and Agile Iteration
The traditional concept testing model involved delayed feedback loops, but modern platforms now allow real-time consumer feedback. This shift enables brands to adjust on the fly, refining product features, design, or messaging more rapidly than ever before. In fast-moving markets, where consumer preferences can shift overnight, real-time feedback ensures products remain relevant throughout development.
How to leverage: Implement agile testing platforms that provide instant feedback from target consumers, enabling swift iterations and minimising time to market.
3. Cross-Cultural Testing and Globalisation
As brands expand into international markets, cross-cultural testing has become a necessity. Global brands must ensure their products and messaging resonate with diverse consumer bases. What works in one country might not work in another, so localised concept testing helps brands tailor their offerings to suit regional preferences, cultural nuances, and consumption habits.
How to leverage: Incorporate localised testing phases early in the product development cycle, ensuring products are culturally adaptable and resonate with specific regional needs.
4. Virtual and Augmented Reality for Immersive Testing
Virtual reality and augmented reality are opening new frontiers in concept testing, particularly in retail, home improvement, and real estate industries. These tools allow consumers to experience products in a simulated environment, providing deeper qualitative insights that static surveys or focus groups cannot achieve. Immersive experiences allow brands to gather feedback on user interactions, spatial preferences, and product design more dynamically.
How to leverage: Brands, particularly in visually driven industries, should explore VR and AR testing environments to create immersive product experiences for their consumers, leading to more informed product development decisions.
5. Sustainability as a Core Testing Focus
With environmental consciousness on the rise, sustainability has become a key factor in consumer decision-making. Concept testing now often includes assessing how a product’s environmental footprint influences purchase behaviour. Consumers want products that align with their values and are increasingly seeking eco-friendly options. This shift forces brands to test not just a product’s functionality but also its sustainability credentials.
How to leverage: Incorporate sustainability metrics into concept testing, assessing how packaging, sourcing, and product lifecycle impact consumer choices.
6. Enhanced Collaboration Across Teams
As concept testing becomes more sophisticated, so does the need for cross-functional collaboration. Marketing, product development, R&D, and data science teams must work in tandem to interpret consumer feedback and refine products accordingly. A well-integrated team can act on insights more efficiently, ensuring product iterations are cohesive and aligned with broader business goals.
How to leverage: Foster collaboration between cross-functional teams to ensure a holistic approach to product development, from concept testing to final market launch.
7. Competitive Benchmarking Using Concept Testing
Brands increasingly use concept testing to validate internal ideas and benchmark their products against competitors. This process helps identify market gaps or opportunities where a brand can differentiate itself. Competitive benchmarking ensures a product isn’t just good—it’s better than what’s already available.
How to leverage: Use benchmarking techniques during concept testing to measure how your product performs in relation to direct competitors and identify areas for differentiation.
Staying Ahead with Emerging Trends in Concept Testing
As concept testing evolves, brands that stay ahead by adopting these trends will find themselves better equipped to navigate the complex world of product development. Incorporating AI, real-time feedback, global testing, and sustainability as core aspects of the testing process will ensure brands remain agile, adaptable, and in sync with their target audiences.
Partner with Us for Cutting-Edge Concept Testing
At Kadence, we specialise in bringing these emerging trends to life for brands across Asian and Western markets. Our concept testing solutions are designed to ensure your products succeed. Contact us today to learn how we can help you navigate the future of concept testing and achieve lasting market success.
Imagine you’re at the helm of a tech startup, about to launch a revolutionary app. Your team has poured endless hours into perfecting its features and design. It’s sleek, innovative, and everything you dreamed of. The day of the launch arrives, but to your dismay, user feedback is not what you expected. Though aesthetically pleasing, the app is not hitting the mark with your target audience. This is a classic case of a well-intended design missing its mark due to a lack of usability testing.
Usability testing is an indispensable part of product design and development. It involves evaluating a product or service by testing it with representative users. The primary goal is to identify usability problems, collect qualitative and quantitative data, and determine the participant’s overall satisfaction with the product.
In user interface design, usability testing is critical to determining a product’s success or failure. This practice helps bridge the gap between developers and users, ensuring the final product resonates with its intended audience and offers an intuitive and practical experience.
Relevance of Usability Studies in Market Research
In market research, usability testing provides direct input on how real users interact with products, services, and systems. This feedback is invaluable for companies to align their offerings with user needs and preferences, thereby increasing market viability and user satisfaction.
It’s a common misconception that a proficient UX designer can inherently create an optimal user experience. However, design is not a one-size-fits-all solution. What might seem intuitive to a designer might be perplexing to the end-user. The human brain is complex, and its interaction with digital interfaces varies widely among individuals.
There are countless variables in modern user interface design, and the permutations of these variables in the context of human interaction are even more extensive. This complexity makes it impossible to create a universally optimal UX design without thorough testing. Usability testing is, therefore, a necessary step to iterate, refine, and perfect the design based on real-world feedback and interactions. It’s the cornerstone of user-centred design, ensuring the final product is functional, resonates with, and is accessible to the target audience.
Usability testing is a powerful tool as it provides direct insights into how consumers interact with products and services, offering a level of understanding beyond traditional market research methods. This deeper dive into user behavior and preferences is invaluable when customer experience is paramount. By integrating usability testing into market research, brands can make data-driven decisions that resonate with their target audience, ultimately leading to products that are not just usable but enjoyable.
Types of Usability Testing
Usability testing encompasses a variety of methods, each tailored to uncover specific aspects of user experience. Understanding these types is crucial for selecting the right approach to gain valuable insights.
Explorative, Assessment, and Comparative Usability Testing
Explorative Testing: This type of usability testing is conducted early in development. It focuses on exploring the users’ behaviours and preferences. Here, the goal is to gather insights to shape the product’s design and functionality rather than evaluating a finished product.
Assessment Testing: Conducted midway through the development process or upon completion, assessment testing evaluates the usability of a specific feature or the entire product. It’s about understanding how well users can navigate and use the product for its intended purpose.
Comparative Testing: This method involves comparing two or more products or designs to understand which performs better in usability. It is particularly useful when deciding between design alternatives or benchmarking against competitors.
Remote Vs. In-Person Testing
Remote Testing: This method allows users to participate from their environment, typically via the Internet. It offers the advantage of a more diverse user base and is more cost-effective. However, it may provide less control over the testing environment and limit the depth of insights gathered.
In-Person Testing: In-person testing is conducted in a controlled setting, allowing for a more hands-on approach. It facilitates observing body language and non-verbal cues, offering richer qualitative data. However, it can be more time-consuming and expensive to conduct.
Qualitative and Quantitative Methods
Qualitative Methods: These are focused on gathering insights about the user’s feelings, thoughts, and behaviours through methods like interviews, think-aloud protocols, and open-ended questions. The data is subjective but provides depth in understanding the user’s experience.
Quantitative Methods: These involve collecting and analyzing numerical data, such as task completion rates, error rates, and time on task. This data helps in making objective decisions about the usability of a product.
Each testing type and method has its place in a comprehensive usability testing strategy. The choice depends on the stage of the product’s development, the nature of the product, and the specific testing goals. A blend of these methods often provides the most holistic view of a product’s usability.
Planning Usability Studies
Effective planning is the backbone of successful usability studies. This phase sets the stage for meaningful data collection and insightful analysis. It involves defining clear objectives, selecting the right participants, and developing robust test protocols.
Defining Objectives and Goals
Clarify the Purpose: Identify your goal with the usability study. Are you testing a specific feature, the overall user experience, or the effectiveness of a redesign?
Set Specific Goals: Goals should be specific, measurable, achievable, relevant, and time-bound (SMART). For example, a goal might be to reduce the time it takes for a user to complete a specific task on the app by 20% within the next six months.
Identify Key Performance Indicators (KPIs): Select metrics that will be used to measure the success of the usability study, such as error rates, task completion times, or user satisfaction ratings.
Selecting the Right Participants
Target Representative Users: Participants should represent your actual or intended user base. This includes considering age, gender, technical proficiency, and other demographic or psychographic characteristics.
Determine Sample Size: While larger groups provide more data, smaller groups can often provide sufficient insights for most studies. A common approach is to start with 5-8 participants for each user group.
Recruitment Strategies: Decide how you will recruit participants. This might involve using customer databases, social media, or professional recruiting agencies.
“Design is really an act of communication, which means having a deep understanding of the person with whom the designer is communicating.”― Donald A. Norman, The Design of Everyday Things.
Developing Test Protocols
Create a Testing Guide: This document should outline participants’ tasks, questions to ask, and data to record. It ensures consistency across all testing sessions.
Decide on the Testing Environment: Determine whether the testing will be remote or in-person and set up the environment accordingly. This includes preparing any necessary technology and ensuring a distraction-free setting.
Pilot Test: Conduct a pilot test with a few participants to refine your test protocols. This helps identify any issues with the test design before the full-scale study begins.
Usability Testing Methodologies
Usability testing encompasses a variety of methodologies, each offering unique insights into user behavior and preferences. The key is to select the method that best aligns with your study’s objectives and goals.
Overview of Various Usability Testing Methods
A/B Testing: This method compares two versions of a web page, app, or other product elements to see which performs better. It’s particularly effective for making data-driven decisions on design elements like layouts, colours, or copy.
Eye Tracking: Eye tracking technology tracks where and how long a user looks at different areas of a page or screen. This method is invaluable for understanding how users interact with visual elements, providing insights into design effectiveness.
Think-Aloud Protocol: Participants are asked to verbalise their thoughts as they navigate through a product. This method provides a window into the user’s thought process, helping to uncover usability issues that might not be evident through observation alone.
Card Sorting: Used primarily in the early design stages, card sorting helps organise information architecture. Participants categorise topics into groups, providing insights into their mental models and expectations.
Usability Benchmarking: This usability testing method involves testing a product’s usability against predefined standards or competitors’ products. It helps track progress over time and ensures a product meets industry standards.
Choosing the Right Method for Your Study
Align with Objectives: The chosen method should directly contribute to achieving the defined goals of the usability study. For instance, if the focus is on improving navigation, card sorting or think-aloud protocols might be more appropriate.
Consider Resource Availability: Some methods, like eye tracking, require specialised equipment and expertise. When selecting a methodology, assess the available resources, including time, budget, and technology.
Factor in the Product Stage: Different methods suit different stages of product development. For example, A/B testing is more suitable for a product that is already live, while card sorting is ideal for the conceptual stage.
Incorporating Analytics and Data Collection
Use Quantitative and Qualitative Data: Combining both data types provides a more comprehensive understanding of usability. Quantitative data offers objective metrics, while qualitative data provides context and deeper insights.
Leverage Analytics Tools: Utilise analytics tools to gather data like click-through rates, time on task, and error rates. These tools can provide a wealth of information for evaluating usability.
Systematic Data Collection: Ensure data is collected systematically and consistently across all test participants to facilitate accurate analysis.
Selecting the proper usability testing methodology is crucial for obtaining meaningful insights. By carefully considering your study’s objectives, the stage of product development, and the resources available, you can choose the most effective methods to enhance your product’s usability.
Conducting Usability Tests
Executing usability tests effectively is critical to gather reliable data and insights. This phase involves meticulous preparation, skilled facilitation, and adherence to best practices for interacting with participants.
Preparing the Testing Environment
Create a Comfortable and Realistic Setting: Whether testing remotely or in person, the environment should be comfortable for participants and reflective of a typical usage scenario. For in-person tests, ensure a quiet, distraction-free space.
Ensure Technical Readiness: Ensure all equipment and software function correctly before testing. This includes computers, recording devices, and specific tools like eye-tracking devices.
Prepare Test Materials: Have all test materials, such as task lists, questionnaires, and consent forms, ready. Clearly outline the tasks participants will perform during the test.
Facilitating Tests and Gathering Data for Usability Studies
Conduct a Briefing: Start by briefing participants on the test’s purpose, what they will do, and how their data will be used. Assure them the test is about the product, not their performance.
Observe and Take Notes: During the test, observe participants’ behaviours, facial expressions, and verbal comments. Take detailed notes or use recording equipment for accurate data capture.
Encourage Open Communication: Create an environment where participants feel comfortable sharing their thoughts. Prompt them with open-ended questions if they are quiet or seem hesitant.
Best Practices for Interacting with Participants
Maintain Neutrality: Avoid leading questions or comments that could influence participants’ behaviour or opinions. Your role is to observe and gather data, not to guide or correct.
Be Attentive and Empathetic: Pay attention to non-verbal cues. If a participant seems frustrated or confused, note it down. Empathy can help you better understand the participant’s experience.
Ensure Anonymity and Confidentiality: Reassure participants that their information will be kept anonymous and confidential. This helps in building trust and encouraging honest feedback.
Post-Test Procedures:
Debrief Participants: After the test, debrief participants to clarify any unclear points and gather additional feedback.
Express Gratitude: Always thank participants for their time and contribution. Their insights are invaluable to the usability testing process.
Conducting usability tests is a nuanced process that requires attention to detail, effective communication, and a structured approach. Creating the right environment, skillfully facilitating the test, and interacting appropriately with participants can ensure a successful usability study that provides deep insights into the user experience.
Analyzing and Reporting Findings
After conducting usability tests, the focus shifts to analyzing the gathered data and reporting the findings. This stage is crucial for translating raw data into actionable insights and effectively communicating them to stakeholders.
“Design is not just what it looks like and feels like. Design is how it works.” -Steve Jobs.
Data Analysis Techniques
Quantitative Analysis: Start with the numerical data. Calculate metrics such as task completion rates, error rates, and time taken for each task. Use statistical tools to identify patterns or significant differences in user performance.
Qualitative Analysis: Analyse the qualitative data, such as user comments, feedback, and behavioural observations. Look for recurring themes or issues. Qualitative data often provides context to the quantitative data, explaining the ‘why’ behind the numbers.
Cross-Analysis: Cross-reference quantitative and qualitative data to gain a holistic view. For example, if a task has a high error rate (quantitative), look at user comments (qualitative) to understand the reasons behind these errors.
Creating Actionable Reports
Structure the Report Effectively: Include an executive summary, methodology, key findings, and recommendations. Make sure the report is clear, concise, and focused on actionable insights.
Use Visual Aids: Incorporate charts, graphs, and screenshots to make the data more accessible and understandable. Visual representations can be particularly effective in conveying critical findings at a glance.
Highlight Recommendations: Based on your findings, provide clear, actionable recommendations. Prioritise these recommendations based on their potential impact and feasibility.
Communicating Findings to Stakeholders
Tailor the Communication: Understand your audience and tailor the presentation of your findings accordingly. Executives prefer high-level insights, while product teams may require detailed technical feedback.
Facilitate a Discussion: Present your findings in a manner that encourages dialogue. Be prepared to answer questions and explain your methodology or reasoning.
Focus on Impact: Emphasise how the findings and recommendations can positively impact the user experience, business goals, and product success.
Implementation and Follow-Up
Plan for Implementation: Discuss with stakeholders how and when the recommendations will be implemented.
Measure Impact: Propose ways to measure the impact of changes made based on the usability test findings, such as through follow-up studies or ongoing user feedback.
Effective analysis and clear communication are vital to ensuring the insights gained from usability testing lead to meaningful enhancements in user experience.
“Usability is, at its heart, a user advocate job: Like the Lorax, you speak for the trees. Well, the users, actually. Usability is about serving people better by building better products.” – Steve Krug, Don’t Make Me Think.
Case Studies and Real-World Examples
Incorporating case studies and real-world examples effectively demonstrates the practical application and impact of usability testing. These examples provide tangible insights into how usability testing can significantly improve digital products. These case studies illustrate the diverse applications of usability testing and its potential to transform user experience positively.
Case Study 1: E-commerce Website
Background: An e-commerce website experienced lower-than-expected conversion rates despite high traffic.
Usability Test Conducted: The company implemented A/B testing for different page layouts and used heat maps to track user engagement on product pages.
Findings: The testing revealed that users were overwhelmed by the number of choices and unclear navigation paths. Essential information like shipping costs and return policies were not immediately visible.
Action Taken: The website was redesigned to simplify navigation, reduce the number of choices per page, and make essential information more prominent.
Result: Post-redesign, the website saw a significant increase in conversion rates and a decrease in cart abandonment rates.
Case Study 2: Mobile Application
Background: A fitness mobile app with various features struggled to retain users.
Usability Test Conducted: The company used think-aloud protocols and user interviews to understand the user experience.
Findings: Users found the app’s interface cluttered and confusing. Many features were unused because users were unaware of them or didn’t understand their benefits.
Action Taken: The app was redesigned to streamline the interface, improve onboarding tutorials, and highlight critical features more effectively.
Result: The updated app received positive feedback for its user-friendly interface, leading to higher user retention and increased daily active users.
Case Study 3: B2B Software
Background: A B2B software company received feedback about its product being difficult to use, affecting client satisfaction.
Usability Test Conducted: The company conducted in-depth usability studies involving task analysis and user observation in a real-world setting.
Findings: The studies revealed users struggled with complex features and a lack of intuitive workflows.
Action Taken: The software was redesigned for simplicity, focusing on improving the user interface and streamlining complex tasks. Educational resources and better customer support were also introduced.
Result: Post-redesign, the software saw increased client satisfaction, reduced customer support calls, and improved client retention rates.
Tools and Resources for Usability Testing
Many tools and resources are available to conduct effective usability testing. These resources can significantly enhance usability testing, from specialised software and equipment to online communities.
Software and Technology:
User Testing Platforms: Tools like UserTesting, Lookback, and UsabilityHub offer platforms for remote usability testing, allowing for real-time feedback and screen recording.
Analytics and Heatmap Tools: Software like Hotjar and Crazy Egg provides heatmaps, session recordings, and other analytics, which are invaluable for understanding user interactions on websites and apps.
A/B Testing Tools: Optimisely and Google Optimise are popular choices for conducting A/B testing, which is crucial for data-driven design decisions.
Survey and Questionnaire Tools: Platforms such as SurveyMonkey and Typeform help gather user feedback through surveys, which can be integrated into usability tests.
Usability Testing Kits and Equipment
Mobile Device Testing Kits: These kits include various mobile devices with different screen sizes and operating systems to test mobile applications.
Eye-Tracking Equipment: Eye-tracking systems like Tobii and EyeTribe are used for in-depth analysis of visual attention in usability studies.
Audio-Visual Recording Equipment: High-quality microphones and cameras are essential for recording in-person usability tests, capturing both verbal feedback and non-verbal cues.
Legal and Ethical Considerations in Usability Testing
When conducting usability testing, adhering to legal and ethical standards is crucial. These considerations ensure the protection of participants’ rights and the integrity of the data collected.
Consent and Privacy Issues
Informed Consent: Participants must be fully informed about the nature of the test, what it involves, how the data will be used, and their rights during the study. Consent should be obtained in writing before the test begins.
Privacy Protection: The personal information of participants must be protected. This involves anonymising data, securely storing sensitive information, and using it only for the intended purpose.
Data Usage and Sharing: Be transparent with participants about how their data will be used and whether it will be shared. If data is to be published or shared, ensure it is done so that individual participants cannot be identified.
International Laws and Regulations
Compliance with GDPR and Other Privacy Laws: For companies operating in or collecting data from residents of the European Union, compliance with the General Data Protection Regulation (GDPR) is essential. Similar regulations exist in other regions, like the California Consumer Privacy Act (CCPA) in the U.S.
Cross-Border Data Transfer: Be aware of the legalities in transferring data across countries. Different countries have varying laws regarding data privacy and protection.
Accessibility Laws: Ensure your testing process does not discriminate against any group. Laws such as the Americans with Disabilities Act (ADA) in the U.S. mandate that products and services, including digital ones, be accessible to all, including people with disabilities.
Ethical Practices in Usability Testing
Voluntary Participation: Participation in usability testing should always be voluntary. Participants should have the right to withdraw from the study at any point without any penalty.
Avoiding Deception: Be honest with participants about the purpose of the test.
Respect for Participants: Treat all participants with respect and dignity. This includes accommodating their needs, listening to their concerns, and ensuring comfort throughout testing.
Debriefing: After the test, provide participants with a debriefing session to learn about the study’s objectives and outcomes.
User Research and UX Design Trends for 2023
The rise of the AI Researcher: AI’s increasing role in UX signifies a shift towards more efficient, predictive analysis in research, offering innovative ways to gather and interpret user data. AI tools analyse complex user data, enhancing UX research.
For instance, a company might use AI to predict user trends optimising website layouts for better engagement. A UX team uses an AI tool to analyse user behaviour patterns on a website, leading to insights that significantly improve the navigation experience. Or, a streaming service may use AI to analyse viewer behaviour, leading to personalised content recommendations that enhance user satisfaction and engagement.
The popularity of Voice Assistants: As voice assistant usage surges, UX teams must adapt and are challenged to design beyond traditional screens, incorporating voice and gesture interfaces for a seamless omnichannel experience.
A scenario could involve designing a smart home app where users control devices via voice commands, ensuring a seamless experience across devices. A company may redesign its mobile app to integrate voice commands, allowing users to navigate and perform tasks hands-free, enhancing accessibility. Or, a banking app could integrate voice navigation, allowing users to check balances and make transactions using voice commands, streamlining the user experience.
Meet the Metaverse: The emergence of AR and VR platforms like the Metaverse redefines online experiences, requiring UX professionals to explore new dimensions in design and user interaction.
A fashion retailer, for example, could create a virtual reality store in the Metaverse, offering customers an immersive shopping experience that combines the convenience of online shopping with the interactivity of a physical store.
Architecting Age-Appropriate Experiences: With a heightened focus on digital safety for younger users, there’s an increasing need for platforms to craft engaging and suitable experiences for children and teenagers.
An educational app developer may conduct usability research to design engaging, intuitive, and safe interfaces for children, adhering to new digital safety standards.
Rapid Research Rolls into Reality: Fast-paced UX research drives quicker innovation. This trend emphasises agility in UX research, aiming for a quicker turnaround from brief to results, adopting a more streamlined and process-driven approach.
A tech company, for instance, might use rapid research to test and refine a new app feature within a week, accelerating product development. The design team may conduct a week-long sprint to test a new feature, quickly gathering user feedback and iterating on the design, speeding up the development process.
Championing the Value of UX: Economic uncertainties underscore the importance of UX teams demonstrating the tangible ROI of their work, highlighting the need for effective communication about the impact of UX on business growth.
Demonstrating the ROI of UX is crucial. A UX team could showcase how improved website usability increased sales, securing more resources for future projects.
The Future of Usability Testing
The field of usability testing is continuously evolving, driven by technological advancements and changing user expectations. Understanding these trends is crucial for staying ahead in creating user-centric products and services.
Emerging Technologies:
Artificial Intelligence (AI): AI is revolutionising usability testing by enabling more sophisticated data analysis. AI algorithms can predict user behaviour, identify usability issues more efficiently, and suggest improvements.
Virtual Reality (VR) and Augmented Reality (AR): These technologies are opening new avenues for usability testing, especially for products that are not yet physically built or are too expensive to prototype traditionally. VR and AR can create immersive testing environments, providing insights into how users interact with future products.
Eye Tracking and Biometrics: Advanced eye-tracking and biometric technologies provide deeper insights into users’ unconscious responses, enabling a more nuanced understanding of user engagement and experience.
Evolving User Expectations
Demand for Personalisation: Users increasingly expect personalised experiences. Usability testing must evolve to assess general usability and the effectiveness of personalised features and content.
Increased Focus on Accessibility: There is a growing emphasis on making products accessible to all users, including those with disabilities. Usability testing must incorporate accessibility evaluations to ensure inclusive design.
Higher Standards for User Experience: Users’ tolerance for poorly designed interfaces decreases as they become more tech-savvy. Usability testing must be more rigorous and thorough to meet these higher expectations.
Predictions for the Future of Usability Studies
Integration with the Entire Design Process: Usability testing is expected to become an integral part of the entire product design and development cycle rather than a standalone phase.
Greater Use of Remote Testing: The trend towards remote work and digital collaboration is likely to increase the prevalence of remote usability testing, making it easier to reach a more diverse user base.
More Collaborative and Continuous Testing: With the rise of agile market research methodologies, usability testing will likely become more iterative and integrated into continuous development cycles. This approach allows for ongoing feedback and quicker adjustments.
Final Thoughts
Usability testing is a critical bridge between designers’ intentions and users’ real-world experiences. The future of usability testing is dynamic and promising, with emerging technologies and evolving user expectations shaping its course. Staying abreast of these trends and adapting testing methodologies accordingly will be vital to creating products that meet and exceed user needs and expectations.
The key is adapting to change and anticipating and shaping it. As we look to the future, let us carry forward the insights and lessons from usability testing, using them to craft experiences that meet and exceed user needs, creating a world where technology serves humanity in intuitive, empowering, and delightful ways.
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Are you tired of investing time, money, and resources to develop products that don’t resonate with your target audience? Have you ever launched a product that received little to no interest from the market? If so, you’re not alone.
Launching a successful product in today’s highly competitive market can be daunting. However, concept testing can help you validate your product ideas, refine your concepts, and increase the likelihood of success.
Concept testing evaluates customer responses to a product idea before launching it in the market. It involves gathering feedback from potential customers to understand their preferences, pain points, and expectations. By conducting concept testing at different stages of product development, you can identify potential issues and improve your product before it’s too late.
In this article, we will explore the importance of concept testing in product development and provide an overview of the different stages involved in the process. From idea generation to launch testing, we will discuss how concept testing can help you maximise your product’s potential and increase your chances of success in the market.
What is concept testing?
Concept testing, also known as idea testing, is a crucial step in the product development process. It involves testing a product idea with potential customers to gauge their level of interest and gather feedback to refine and improve the idea.
Concept testing aims to validate a product idea before investing significant resources in developing it. It allows product teams to gather valuable insights from potential customers and make data-driven decisions based on their feedback. This helps to reduce the risk of failure and increases the chances of launching a successful product.
Concept testing can be conducted using various methods, including surveys, focus groups, and interviews. It typically involves presenting potential customers with a description, sketch, or prototype of the product and gathering their feedback on various aspects, such as its features, pricing, and overall appeal.
Concept testing is an integral part of the product development process as it can help companies avoid costly mistakes, such as launching products with no market demand. By gathering feedback early on in the product development process, companies can make informed decisions about whether to proceed with the product idea or make modifications to improve its chances of success.
Stage 1: Idea Generation
Ah, the brainstorming stage – the time to let your imagination run wild with new product ideas! But wait, before you start investing time and resources into developing a product, have you considered the importance of concept testing in the idea generation phase?
Concept testing is critical in the idea generation stage, as it helps to validate and refine your product ideas. Imagine spending months developing a product only to discover that it’s not something your target audience wants or needs. That’s where concept testing comes in – it helps you to validate your ideas before you invest significant resources into developing them.
Let’s say you have an idea for a new fitness tracker that tracks your daily water intake. You might think this is a great idea, but will your target audience feel the same? Through concept testing, you can present your idea to potential customers and gather their feedback on your product’s features, pricing, and overall appeal. If your target audience doesn’t see the value in tracking their water intake, you can refine your idea to include more appealing features.
In addition to validating your ideas, concept testing in the idea generation phase can also help you to generate new ideas. Presenting your product idea to potential customers may generate feedback that inspires new features or functionalities you have yet to consider.
Stage 2: Concept Development
Welcome to stage two – concept development! This is where you take your product ideas and start developing them into a tangible concept. But how do you know which concept is the most promising one? You guessed it – concept testing!
Concept testing in the concept development stage can help you to evaluate different concepts and identify the most promising ones. Let’s say you have developed three concepts for your fitness tracker – one that tracks water intake, one that tracks sleep patterns, and one that tracks heart rate. Through concept testing, you can present these concepts to potential customers and gather feedback on their level of interest in each one. Based on their feedback, you can identify which concept most appeals to your target audience.
Not only can concept testing help you to identify the most promising concept, but it can also help you to refine the concept further. Through feedback from potential customers, you may discover areas that need improvement or additional features that would make the product even more appealing.
Stage 3: Prototype Testing
Now that you have a promising product concept, it’s time to develop and test a prototype with your target audience. This is where concept testing can help to refine your prototype and identify areas for improvement.
Let’s say you have developed a prototype of your fitness tracker that tracks water intake. You present it to potential customers, and while they are interested in the idea, they express concerns about the size and comfort of the tracker. Through concept testing, you can gather this feedback and refine your prototype to address these concerns. You could make the tracker smaller or adjust the design to make it more comfortable to wear.
In addition to refining your prototype, concept testing can help you identify areas for improvement. For example, if potential customers express confusion about how to use certain features, you may need to adjust the user interface to make it more intuitive.
Concept testing in the prototype testing stage can be conducted in various ways, such as usability testing or field testing. These methods allow you to gather feedback on the functionality and user experience of the prototype.
By refining your prototype based on feedback from concept testing, you can increase the chances of launching a successful product that meets the needs and desires of your target audience. So, don’t underestimate the power of concept testing in the prototype testing stage – it can make all the difference between a mediocre product and a successful one.
Stage 4: Launch Testing
Now let’s look at launch testing! This is where you test the market readiness of your product and identify potential issues before launch.
Concept testing in the launch testing stage can help you gather feedback on your product’s final version before launch. This feedback can help you to identify potential issues, such as pricing concerns or a lack of interest in certain features.
For example, if you have developed a new smartphone app, you can present it to potential customers and gather feedback on its functionality, design, and pricing. Based on this feedback, you can make necessary adjustments before launching the app to the market.
By gathering feedback from potential customers in the launch testing stage, you can also gain insights into the competition and the overall market demand for your product. This can help you to make informed decisions about pricing, marketing, and distribution strategies.
Concept testing in the launch testing stage can be conducted in various ways, such as beta testing or product demos. These methods allow you to gather feedback on the final version of your product and make necessary adjustments before launching.
Methodologies for concept testing
Now that we’ve explored the different stages of concept testing and their importance in product development, let’s dive deeper into the various methodologies that can be used for concept testing.
There are several different methods for conducting concept testing, each with advantages and disadvantages. The most commonly used methods include surveys, focus groups, and usability testing.
Surveys are a great way to gather feedback from a large number of potential customers. They can be conducted online or in person and are typically used to collect quantitative data on different aspects of a product concept, such as the level of interest in certain features or pricing.
On the other hand, focus groups are more qualitative and involve gathering a small group of potential customers to discuss and provide feedback on a product concept. They are often used to gain more in-depth insights into the thoughts and feelings of potential customers, as well as to gather ideas for new product features or functionalities.
Usability testing is another method that can be used to gather feedback on a product concept. It involves observing potential customers as they use a prototype of the product and gathering feedback on the usability and functionality of the product.
In addition to these methods, there are other types of concept testing, such as A/B and field testing. A/B testing involves presenting two different versions of a product concept to potential customers and gathering feedback on which one is more appealing. Field testing involves testing a product concept in a real-world setting, such as in a store or online marketplace.
Best Practices
Now that we’ve explored the different methodologies for concept testing let’s explore some best practices for conducting effective concept testing. These best practices help ensure that you gather the most valuable feedback and make informed decisions about your product development.
Firstly, defining clear research objectives before conducting concept testing is important. This will help you focus on the most important aspects of the product concept and gather relevant feedback for your goals. Clear research objectives also help ensure you don’t waste time or resources on gathering irrelevant feedback.
Secondly, recruiting the right participants for your concept testing is essential. This means targeting individuals representing your target audience and likely to use or purchase your product. It’s also important to ensure the participants are engaged and invested in the concept testing process. You can achieve this by providing incentives or rewards for their participation.
Another best practice is to use the correct methodology for your product concept and research objectives. This means choosing a method best suited for gathering feedback on the specific aspects of your product concept that you want to test.
For example, if you want to gather quantitative data on pricing, a survey would be more appropriate than a focus group.
Finally, analyzing the data effectively is crucial to make informed decisions about your product development. This means looking for trends and patterns in the feedback and using this information to refine and improve your product concept. It’s also important to prioritise the feedback based on its relevance and impact on the product’s success.
Limitations of concept testing
While concept testing is a valuable tool for product development, knowing its limitations is essential.
For example, concept testing can only provide feedback on the specific product concept being presented to potential customers. It may not capture all possible issues or challenges that arise once the product is launched in the market.
Additionally, concept testing can be influenced by factors such as how the concept is presented, and the language used, or the participants’ demographic.
Another limitation of concept testing is that it may not capture a product’s emotional or experiential aspects. For example, a potential customer may express interest in a product concept, but they may have a negative emotional response once they use the product.
By acknowledging the limitations of concept testing, product development teams can use it as a tool in combination with other methods, such as user testing and market research, to gain a more comprehensive understanding of their product’s potential success in the market.
Case Studies in Concept Testing
Now let’s look at some real-life case studies of successful concept testing in product development.
One example comes from the UK-based cosmetics company Lush. In 2018, Lush developed a new product concept for a solid shower gel. Before launching the product, Lush conducted concept testing by sending samples to customers and gathering feedback through surveys. The feedback was overwhelmingly positive, with customers expressing interest in the new product and suggesting additional scents for the line. Lush used this feedback to refine the product and launch it successfully in the market.
Another example comes from the US-based fast-food chain Taco Bell. In 2017, Taco Bell conducted concept testing for a new menu item called the Naked Chicken Chalupa. The company used focus groups and taste tests to gather feedback on the product concept and made adjustments based on the feedback. The Naked Chicken Chalupa was a huge success when launched, selling over 25 million units in its first year.
Finally, an example from Asia comes from the Chinese tech company Xiaomi. Xiaomi developed a new product concept for a foldable phone, but before launching the product, the company conducted concept testing by sending out a prototype to potential customers for feedback. The feedback was mixed, with customers expressing concerns about the phone’s durability. Xiaomi used this feedback to make necessary adjustments and launch a successful foldable phone.
Key Takeaways
In conclusion, concept testing is a crucial step in the product development process. It allows brands to gather feedback from potential customers, refine their product concepts, and increase their chances of success in the market.
Brands can conduct effective concept testing and make informed decisions about their product development by following best practices such as defining clear research objectives, recruiting the right participants, and analyzing data effectively.
Here are some key takeaways to keep in mind:
Concept testing can be conducted at different stages of product development, including idea generation, concept development, prototype testing, and launch testing.
Different methodologies can be used for concept testing, including surveys, focus groups, and usability testing.
Effective concept testing requires careful planning, execution, and analysis of data.
Concept testing has limitations, and it should be combined with other methods to gain a more comprehensive understanding of a product’s potential success in the market.
Overall, concept testing is a valuable tool for product development that can help companies to create products that truly resonate with their target audience. By implementing the best practices and key takeaways discussed in this article, you can increase your chances of success and launch a product that will delight your customers.
If you want to conduct concept testing for your next product development project, consider using a market research agency like Kadence International. We have extensive experience conducting effective concept testing and can help you gather valuable feedback from potential customers. To get started, simply submit your research brief.
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Product managers and designers frequently get requests to design new products and add new features to existing products, making it difficult to determine which ideas to invest in for the best outcome.
This is where concept testing comes into play.
Concept testing ideas and even features for existing products before moving into implementation and design is the best way to approach a customer-centric product development process.
What is concept testing?
Concept testing is a market research method to get user feedback before bringing a new product or feature to the market. It often allows users to provide their input on potential solutions. When end users are involved in the initial product development and design phase, it takes the guesswork out of what consumers want and allows them to shape the idea before it is launched in the marketplace.
It involves putting the idea in front of real consumers and asking them to assess the product’s value in multiple areas.
Whether the goal is to bring a new concept or product into the market, update an existing product, or change pricing or messaging, input from real customers translates into informed decision-making. This allows brands to save time, money, and resources while preventing financial losses due to failed products and also helps protect the brand and customer relationships.
In today’s highly competitive business environment, brands need to employ a customer-centric approach, and all decision-making should start and end with the consumers’ interests and preferences in mind.
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The value of concept testing
According to studies, more than 25 percent of total revenue and profits come from launching new products, which is true across industries and product categories.
With concept testing, brands can validate an idea or vision before investing valuable resources into building something that may not resonate with its users. It also helps brands identify potential challenges in executing the idea. Concept testing precedes usability testing, which must be conducted once the refined design prototype or wireframe becomes available. Product testing is crucial and happens after the final product is ready for launch to get first-hand information on how consumers will respond to the final product.
Launching a product or service is a massive undertaking, even for larger organizations. Research shows only 55 percent of all product launches occur on schedule, and 45 percent are delayed by at least one month.
Therefore, brands must ensure the product resonates with the end user before launching it. Concept testing helps confirm that your assumptions around a solution or idea are correct.
Concept testing comes after the ideation phase and is a way of testing ideas that have been developed to an extent but need further refinement and provides a more detailed understanding of the needs of your potential customers.
Concept testing may also be used to design a complete User Experience (UX). According to studies, every USD 1 invested in User Experience (UX) design results in a USD 100 return. Providing consumers with a seamless UX is crucial for brands to stay competitive in today’s volatile market conditions.
Concept testing should be considered an unobstructed learning process where brands open the concept up to end users to discover their perceptions —without any predefined parameters.
Benefits of concept testing
Concept testing minimises risk and is easy to set up.
Concept testing allows brands to test and understand how real consumers will feel about the product before investing time, money, effort, and resources into it, minimising the risk of product failure.
Concept testing can help you optimise the concept before the launch.
Concept testing can provide more information regarding the potential roadblocks to implementation, consumer perceptions, price perceptions, competition, and how the new concept fits into the brand.
It also allows brands to test multiple solutions or concepts to arrive at the best one and helps provide some information on potential market demand.
Research helps forge strong brands.
Concept testing is a great way to show consumers and investors that your brand believes in constant innovation, has a customer-centric approach, and is transparent. This helps boost loyalty and enhance brand value and equity.
Concept testing prevents costly mistakes.
Even some of the biggest brands, like Google and Coca-Cola, are not immune to making mistakes due to false assumptions about what consumers want (or do not want).
In 2012, Google first announced Google Glass —an eyeglasses-shaped head-mounted display with smartphone functionality. It was based on the premise that “technology should work for you —to be there when you need it and get out of your way when you don’t.” The brand wrongly assumed what consumers wanted from technology. In 2015, the company discontinued the product due to low market demand.
Coca-Cola is another great example illustrating the importance of concept testing. When Coca-Cola’s flagship cola drink started losing market share to Pepsi, it changed its drink formula for the first time in 99 years. It introduced New Coke, which failed miserably. The brand reintroduced its older recipe and rebranded it as Coca-Cola Classic.
Similarly, in 1990, US-based beer Coors introduced Coors Rocky Mountain Sparkling Water to tap into the fast-growing bottled water segment but fell flat as the Coors name confused consumers.
Concept testing boosts confidence in product launch and team buy-in.
If you have a concept but need to assure the senior team that it will work, concept testing is the best way because you can show evidence that real consumers will use it.
The importance of well-designed questions
Over 80 percent of all new products fail, and concept testing allows brands to determine if a new product or feature is a good market fit by asking real users the right questions.
Therefore, you must ask the right questions that will give you valuable insights into the needs and requirements of real users. Determining the metrics, you will measure in your concept testing is crucial.
You will set your goals depending on the concept and methodology you choose, and your survey questions should aim to reach these goals. For instance, if you are testing a new type of single-serve, wireless blender, the goal is to determine if your potential customers need a product that makes smoothies on the go. The questions will revolve around understanding the consumer better and if they need a solution like this, along with any other features they might want to see in this blender, for instance, a sippy cup cover or straw to go with it.
This is where research design comes into play, and the research questions depend upon the business need. For instance, if a brand is taking its concept to a new market segment, they need to conduct a needs analysis using qualitative and quantitative research methods. The questions will be designed to find out if the concept will work in the new market.
Let’s say the brand is testing a new concept before its initial introduction. In that case, they need to conduct Concept Fulfillment utilizing qualitative research to determine if there is a need for the new product concept.
Some common goals brands set for concept testing are as follows.
Get a metric on how likely existing customers and new market segments will be to purchase the product.
How the product will do based on current competition in the market, and what features will make it stand out.
Learning which features would get existing customers to purchase from the brand.
These goals provide brands with invaluable, high-quality data and insights into consumer behaviours, attitudes, and preferences.
Concept testing methodologies
Brands test concepts in many ways and all the methods involve getting feedback from potential users on the idea’s validity. It can be done via a face-to-face or remote interview. Depending on the concept and the study’s goals, it can be done asynchronously or unmoderated.
There are four standard methods for concept testing. They are based on the number of ideas you want to evaluate.
Comparative testing
This method is used when you have more than one potential concept to test. Brands use the comparative method to see how multiple concepts measure against each other.
When using this method in a survey, respondents are asked to rate each concept against a set of criteria. Questions must be specific features that can also be ranked to determine which features are most preferred by respondents.
Monadic testing
Unlike comparative testing, monadic testing shows research participants one product or idea.
This concept testing takes your entire target audience and breaks it into subsets, showing only one concept to each. These user-friendly tests provide a deep dive into the consumer’s mind. They also reduce bias and provide accurate results.
Sequential monadic testing
A sequential monadic survey shows your entire target audience or a subset of the audience, either all of your concepts or some of them—with at least two concepts being shown randomly.
Proto-monadic testing
Proto-monadic testing combines sequential monadic and comparison testing. It asks participants to analyze concepts and compare features to help them choose the best concept.
Steps in Concept testing survey design
When you’re ready to test your concepts, there are four steps to follow:
Choose the most suitable methodology for your business needs.
Select the best methodology depending on the scope, time, and number of features or concepts being tested.
Set a goal.
Work backwards, set a goal based on the objective and the information you want to gather from your customers, and design survey questions accordingly.
Choose survey components appropriately.
Make sure you use the most appropriate components for your surveys. From Likert scales to images and demographic questions, brands should carefully make these choices to design a survey with questions that will produce valuable data.
Identify the most promising concept.
Review the collected data to get a clear picture of the concept favoured by the target market. Dive deeper into the most desirable features to determine which concept has the highest potential for market success.
If the data reveals something unexpected or is something you did not imagine before, feel free to change course. This is why you conducted concept testing in the first place —to ensure the concept works in the marketplace. The ultimate goal of this study is to do what’s profitable for the brand.
Real-world examples of Concept testing
It’s one thing to determine if people want a product or service and yet another to say they are willing to open their wallets and buy the product.
This is where purchase intent testing comes into play. This helps determine if people will purchase your product or service at your desired price.
Many brands test the product without the price first to gauge consumer interest and later add price to determine purchase intent.
US-based Electric Vehicle brand Tesla conducted purchase intent testing for a car model before it even designed it.
In 2016, the pioneering EV automobile brand tested purchase intent for the Tesla Model 3 before it was even designed. Interested buyers were asked to put down USD 1,000 for the Tesla Model 3, and about 400,000 people ended up putting down money to book the car. The participants also provided feedback on the car, and Tesla made modifications and features based on real customer input. This also gave Tesla the confidence and the capital needed to develop the car.
Another undefeated brand due to its concept testing research is Denmark-based Lego, a plastic building-block toy company. For years, Lego was predominantly bought for boys, so the brand conducted extensive market research to discover that boys and girls played with Legos differently. Boys preferred stand-alone structures, while girls enjoyed recreating backgrounds, scenes, and environments.
In 2012, based on these findings, the brand launched the Lego Friends product range with cafes, salons, supermarkets, and so forth to tap into the new consumer segment successfully.
Concept testing is a great way to evaluate and identify winning product concepts. It promotes innovative thinking and developing products, features, and pricing that resonates with end users. It allows brands to stay ahead of the competition by developing and designing concepts based on market demand and creating products only after testing the idea and getting invaluable feedback from real consumers.
Kadence International helps leading brands make game-changing decisions. If you are looking for a research partner to help better understand your customers, we would love to help. Fill out our Request for a Proposal here.
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Brand trust is one of the most valuable intangible assets of a company. Brand trust is meeting or exceeding consumer expectations by how well a brand delivers on its promises with its products and services. When a product fails to launch successfully, it can be costly and erode brand trust, which can take years to rebuild.
While product innovation is essential to building market share and customer satisfaction, products that fail to launch successfully can have the opposite effect, eroding market share, creating dissatisfaction, and sometimes bad press.
For example, the US Food and Drug Administration (FDA) recently reviewed claims that pulse oximeters, the medical device that clamps onto a patient’s fingertip to measure their blood oxygen levels, can yield less accurate readings in people with darker skin tones. Medical professionals use these devices in ambulances, surgeries, emergency rooms, and hospitals worldwide, so it is alarming that these commonplace devices could be inaccurate. Thorough product testing with a diverse sample could have potentially detected this problem before launch and helped avoid the erosion of trust for these products.
Recalling faulty, dangerous, or flawed products can cost a company millions and cost much more in lost brand trust. The most costly product recall to date is the Takata Airbag which is said to have cost USD 24 billion.
While safety, functionality, and accuracy are reasons to conduct product testing, it also analyzes a product concept or feature to determine how existing or potential customers will use or react to a product.
Product testing is a research methodology that allows brands to collect qualitative and quantitative data about consumers’ potential consumption and usage behaviour, preferences, and reactions to a product.
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Product testing helps development team members measure a product’s market potential. Brands can use product testing research to determine whether a product functions as expected or whether a target audience will find value in a new product feature. Specifically, product testing helps research, marketing, product managers, and developers:
Gain insights: Discover valuable insights about customers’ needs and preferences, which can provide direction during development.
Improve products: By gathering and reviewing feedback during development, product development teams can use this information to improve products to meet customers’ expectations.
Save time: Product testing can help teams save time during development by identifying potential problems or risks early in the development process before launching the product to consumers.
Achieve business goals: Product testing helps product development teams prioritise so they can achieve key business goals, such as attracting more customers or increasing revenue.
Six common types of product testing
The type of product testing deployed can vary based on the project. Here are six common types of product testing.
1. Concept testing
Commonly used to explore the feasibility of a product idea or concept, concept testing evaluates how the product may perform in the marketplace when launched.
Depending on the product, concept testing often involves presentations, customer surveys, or wireframes. Concept testing can help product developers and engineers determine whether to progress to the next stage of development by evaluating responses to the idea. It can also clarify the features or functionality customers want from the product.
2. QA testing
Quality assurance (QA) testing is commonly conducted in a staged environment, where product developers test the features or functionality of a product before its public release. QA testing research teams evaluate the product using different scenarios to imitate a customer’s use. QA testing can test product updates or new features before releasing the changes to a broader audience. This type of research ensures the product works as expected and helps teams identify problems before launching the product.
3.A/B testing
With this type of product testing, product developers create two versions of a product’s feature or component and ask a research sample of customers which version they prefer. The differences in the versions may be slight, such as two different colour schemes on a product label, or they may be considerable, such as two distinct brand names. A/B testing helps product developers and engineers make design choices based on customers’ preferences.
4. Market testing
Market testing introduces a product to customers to assess the market potential. Market testing is finding the optimal landscape, at what price point to sell, and which types of customers fit best. The product and research teams typically release the product to customers in different geographic areas and/or demographic groups, such as Gen-Z. Market testing can help product development teams measure the potential success of a product in the market. Market testing is often used to forecast product sales, plan advertising campaigns and determine effective distribution strategies.
5. User testing
User testing is research after the development team has built the product. Product development and research teams perform user studies by observing how customers interact with their products. They gather data and information based on customers’ experiences with the product to determine whether to make changes in future product releases.
6. Regression testing
Regression testing occurs after customers have begun using the product. During regression testing, teams test the current features of a product to help them determine the features they want to add or update. While some existing features may remain, regression testing helps product development teams determine if newly added features impact the current product’s functionality.
Product testing best practices
There is rarely a one-size-fits-all when it comes to product testing. To get the most from your next (or first) product test, it is always best practice to speak with experts in the field.
Use different methods: It’s helpful to use different product testing methods to provide clear direction throughout all phases of development. For example, your product development team may use concept testing to determine the viability of a product idea, A/B testing to assess its design, and QA testing to ensure the product functions as expected.
Refrain from making assumptions: Though it’s helpful to develop a hypothesis before product testing, refrain from making assumptions about how customers may use or react to a product. This mindset allows you to evaluate data objectively.
Test successful products: While it’s important to conduct product testing to identify potential problems or risks, it’s also helpful to test successful products to learn what’s already working well. Collect this data through product testing and use that information when developing future products for continued success.
Launching a new product into an existing market, releasing new features, or launching a current product to a new audience is an exciting time for a brand. Product launches come with a certain amount of risk. With the right product testing research, you can swing the pendulum in your favour, make sound strategic decisions and maximise optimal returns.
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According to the Global Research Business Network (GRBN), confidence in the market research industry has remained stable, and trust in data analytics has increased in 2022 compared with 2020.
Still, market research as an industry needs to constantly work to improve the perceived value of research. The way to ensure this happens is by addressing the main challenges of obtaining high-quality data.
The importance of data collection in market research cannot be emphasised enough. This blog post will analyze the main obstacles brands face in this area and provide guidance on how market researchers can tackle these challenges with the help of technology.
The methods you use to collect and analyze data will significantly impact the quality of your market research report and its value in decision-making. The five best data collection tools for market research are surveys, interviews, focus groups, observation, and secondary sources.
Understanding the best methodology to get the most accurate, error-free, and reliable data is essential.
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What is data quality?
Data quality is a complex, multi-faceted construct. Quality data is data that is fit for its purpose and closely relates to the construct they are intended to measure.
Let’s take the example of a brand like Amazon’s Audible and try to predict what type of books a person would be interested in based on his previous listening history. The data is likely high quality because the books subscribers have listened to in the past are a good predictor of what they would like to consume in the future. The books they have listened to in the past also have a close relationship with what you are trying to measure, in this case, book preferences, which makes the data high quality.
Reliable data requires a high-quality sample with enough information to make conclusions that inform business decisions. For instance, in the same example of Audible, if a subscriber uses it only once in a while and has only listened to one book in six months, it fails to present a complete picture of the user’s preferences due to limited data or information available.
In the example used above, the data is available in the app and is much easier to collect. However, this is not always the case. Many instances of market research involve collecting data from people taking surveys, user testing, or recollecting past experiences and feedback, which are much more challenging to measure.
So how do you ensure you collect high-quality data that informs decision-making at every step of the organization?
Utilise technology
As the world has moved online, so have many market research methodologies. Many companies have been forced to move online quickly, which has been a blessing in disguise for them. Technologies like automation and Artificial Intelligence (A.I.) have allowed brands to obtain transparent, reliable, and accurate data more efficiently.
Technology can also be beneficial in identifying bad data. Automation helps select the best pool of candidates for a study and helps achieve a more balanced view of the respondents. It can help reduce subjectivity and bias, scale costs, and improve project speed and efficiency.
Advanced profiling
To yield high-quality data, you must obtain a 360-degree view of the user or consumer. A good data scientist will study the consumer using all critical data points, like browsing history, purchase history, online behaviour, cart abandonment, geolocation, and other relevant data.
Proper Planning
Excellent outcomes need proper planning, which is valid for everything, including market research. The entire team must understand the research study’s objectives before doing anything else, including all the early actions, like identifying the right participants for the study. Researchers can then create a sample plan based on key objectives and participants. This will become the basis of the methodologies used and the survey designs. A good market research study also employs a screener to ensure they only include participants relevant to the study.
Recruit the right people
At Kadence, we firmly believe your research is only as good as the people participating in your study. When carrying out a virtual study or focus group, it is vital to make sure people doing the testing or surveys are genuine and suitable for the particular study. Researchers must hunt down even the most difficult-to-reach audiences, as you need the right people for the research to yield unvarnished results.
Ensure complete and active participation
Making surveys more engaging will always lead to higher participation in online surveys. A well-designed survey with clear instructions will ensure higher participation and more honest responses.
Throughout the survey, researchers can include questions to ensure participants are paying attention and potentially weed out those who are off-track and disengaged.
Screening dishonest participants
Researchers can go a step ahead to eliminate dishonest survey participants. Online surveys can identify potential red flags where people provide false demographic information so they can qualify for studies with high rewards.
Researchers can selectively target participants who have been profiled in the past to avoid participants with false demographic information.
Develop a system of efficient, consistent data quality checks throughout the process
Market researchers should always have an effective and efficient plan for weeding out bad data throughout the study. Automating and utilizing suitable technology can ensure you safely streamline the quality check process in real time.
A critical challenge with market research is the ethical collection and use of data. Discover why ethics are vital in data collection and how to ensure your data collection is always on the right side of law and ethics here:
The ultimate goal of market research is to obtain high-quality data that is accurate, relevant, and reliable. While well-planned and thoughtfully designed studies can yield effective results to inform decision-making, poorly planned and designed ones can lead to poor business outcomes.
The stakes are always high, so it is crucial for brands and researchers to constantly improve data quality and reliability to save time, money, effort, and resources and lead to better, more informed business decisions.
Kadence International helps leading brands make game-changing decisions. If you are looking for a research partner to help better understand your customers, we would love to help. Simply fill out our Request for a Proposal here.
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At Kadence, we pride ourselves on being at the forefront of research innovation. We identify and explore how emerging technologies will reshape the research landscape- and share findings with the industry.
Our primary focus is identifying developments that will enhance the richness and depth of insights we deliver to our clients.
In recent years we have partnered with clients to pilot a range of new methodologies:
● Artificial Intelligence in qualitative research with Starbucks ● Blockchain survey sampling with Unilever ● Augmented Reality pack-testing with Asahi
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In late 2021 it was hard to avoid talk of the Metaverse, including Facebook’s repositioning to focus on virtual reality and augmented reality and the change of company name to ‘Meta’. Alongside Meta, there were vast inflows of investment into the metaverse infrastructure from tech giants such as Microsoft, Apple, and NVIDIA. At the same time, the falling cost of VR headsets made these accessible to many consumers (an Oculus Quest 2 VR headset fell to around £300).
As opportunities for customisation grew, our focus turned to the Metaverse and, specifically, a curiosity to understand whether the exciting developments present an opportunity for the research industry. To explore this, we partnered with a major US media brand.
Over the past few months, we have undertaken a comprehensive program of qualitative exercises in the Metaverse, an industry-first. Our pilot included focus groups, triads, and depth interviews.
All respondents and moderators participated using VR headsets. We tested a range of qualitative exercises (including co-creation), seeking to make the most of the tools available within the metaverse environment.
As well as assessing the quality and depth of insights gathered, we also examined the nature and quality of interactions between participants. Additionally, we investigated respondents’ ease of use and technical challenges that could inform future use.
The pilot has now concluded, and we are excited to share and discuss our groundbreaking learnings with the industry over the coming months at various conferences.
We will be sharing our conclusions on the following topics:
● Can we successfully harness this infrastructure to conduct qualitative research?
● What benefits does this offer over face-to-face and online methods?
● What opportunities exist for market research in the short-term and medium term?
● Will the Metaverse reshape our industry?
Please get in touch to learn more about our work in the Metaverse.
Contact Name: Rupert Sinclair, Head of Insight, UK
We’ve been working with Kadence on a couple of strategic projects, which influenced our product roadmap roll-out within the region. Their work has been exceptional in providing me the insights that I need.
Senior Marketing Executive Arla Foods
Kadence’s reports give us the insight, conclusion and recommended execution needed to give us a different perspective, which provided us with an opportunity to relook at our go to market strategy in a different direction which we are now reaping the benefits from.
Sales & Marketing Bridgestone
Kadence helped us not only conduct a thorough and insightful piece of research, its interpretation of the data provided many useful and unexpected good-news stories that we were able to use in our communications and interactions with government bodies.
General Manager PR -Internal Communications & Government Affairs Mitsubishi
Kadence team is more like a partner to us. We have run a number of projects together and … the pro-activeness, out of the box thinking and delivering in spite of tight deadlines are some of the key reasons we always reach out to them.
Vital Strategies
Kadence were an excellent partner on this project; they took time to really understand our business challenges, and developed a research approach that would tackle the exam question from all directions. The impact of the work is still being felt now, several years later.
Customer Intelligence Director Wall Street Journal
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