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Concept testing is a method of market research that involves asking your target audience to evaluate your concepts or ideas before you launch them. It gives organizations an idea of whether their concept is likely to be successful or not, and in doing so, it can help prevent financial losses.
Product concept testing specifically focuses on testing product concepts before a new product is launched into the market. It helps identify customer preferences in regard to the product and also identifies points of product weakness. This process helps outline areas that may need improvement, so that they can be improved on or fixed before the product is launched into the market.
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(1) Select the Product Ideas you want to Test
The first step in product concept testing is to choose the product concept you want to test. It is best to choose products that are in similar stages of development as this makes survey results clearer and more reliable. It wouldn’t be a level playing field if you compared a finished product with one that is still being developed.
The number of product concepts, or stimuli, you want to test will have an impact on which research design you will need to employ. These are the four most commonly used research designs:
(2) Select the Metrics by which the Product Concept will be Evaluated
The next step is to select the metrics by which you want your product concept evaluated. You have to focus on the metrics you believe make a product good. For example, if you want your product to be perceived as unique, you may choose to ask questions on its uniqueness.
These are some key metrics that are included in product concept tests:
The weightage of each metric will depend on your goals for the product. If your main goal is to stand out among competing products, then the most important metric for you may be uniqueness.
(3) Send out your Product Concept Testing Surveys
Once you’ve determined your metrics, you can create and deploy your product concept testing surveys to your target audience.
(4) Analyse Responses to Select a Winner
The final step is to use the data collected to compare your product concepts, and choose a winner. This is the most crucial step within the product concept testing process, hence you must make this decision after the careful evaluation of the collected feedback.
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These are a few reasons why Voxco’s surveying software is perfect to conduct concept testing surveys:
With Voxco, you can reach your target audience through multiple channels, such as SMS, Email, Phone, Website, and more. By meeting respondents on the channels they are most familiar with, you can significantly increase your response rates.
Our software can conduct advanced statistical analysis on your survey responses and can also create live visual dashboards. These tools help you instantly identify high performing concepts.
Create highly engaging surveys with our question type library that lets you choose between 100+ different question types. Voxco also allows you to create personalised branded surveys to increase your survey response rates.
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These are a few purposes of product concept testing:
Product concept testing is usually conducted in the product’s development stage. It allows organizations to focus on what matters to their target audience, so that they can refine the product’s features to meet customer expectations.
Product concept testing is very useful in product positioning and messaging. Concept testing shows you who your target audience is and also helps outline what is important to your customers. Using this data, you can tailor your messaging to appeal to your best target segments.
The following are the most common survey methodologies used in product concept testing: