Concept testing
These tests are used to confirm whether a new product or concept idea is likely to succeed on a market or not.
Concept testing does not focus on the product itself but seeks to test the probability of consumer acceptance or the product’s ability to effectively meet a need.
The aims
The main advantage of these tests is to assess the economic potential of the new product or idea to be launched on a market.
If the idea does not interest enough identified targets, the product will not be developed thereby avoiding unnecessary investment.
The main aims of concept testing are to:
- gauge the appeal of a product or service idea with regard to its future customers and users,
- understand the reasons for this appeal/lack of interest,
- determine changes and additions to tailor the idea to requirements,
- examine the most effective distribution methods and communication channels,
- define the most relevant business model(s).
Our services
Idea screening
Idea screening
To gauge the appeal of several ideas without necessarily having all the available information to draw up an overall concept.
Practical information:
- Location: online / test room
- Field: quanti / quali
Claim / substantiation
Claim / substantiation
To strengthen a product communication strategy based on proven results or consolidate the sales pitch to retail outlets.
Practical information:
- Location: online / test room
- Field: quanti
Proof-of-concept and optimisation
Proof-of-concept and optimisation
To evaluate the potential of an idea before it is launched, to screen several possible ideas and establish a precise assessment of the different elements of the product mix.
Practical information:
- Location: online / test room
- Field: quanti / quali
Price positionning
Price positionning
Price testing can be carried out in conjunction with concept testing so as to determine the optimal price before a product is brought to market (psychological pricing).
Practical information:
- Location: online / test room
- Field: quali
Concept/product match
Concept/product match
To assess whether the communication strategy and perceived image match the product tested (upstream, during the innovation process).
Practical information:
- Location: online / test room
- Field: quanti / quali
Online qualitative approach
Online qualitative approach
A process that is used if products have already been distributed; a similar approach to focus groups but performed at home via the Internet and coordinated by an interactive leader.
Practical information:
- Location: online
- Field: quali
Focus Group
Focus Group
To generate and compare ideas about a given concept and explain preferences. Also used to provide a thorough understanding of the attitudes and behaviours of consumers with regard to a concept, a market, an idea, etc.
Practical information:
- Location: test room
- Field: quali
