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A concept testing survey is only as good as the questions it asks. But quite often the questions used in the concept testing surveys fail to capture the right feedback that is required from the target audience. That is why in this blog, we’ve listed five tips to create best concept testing questions with examples. But before we dive into the tips, let’s first look at what concept testing is and the many benefits that it entails.
Let’s get started!
Concept testing can be defined as a method of research that helps evaluate a product, service, or idea before it is launched, by asking for customer feedback on different concepts. It gives companies an idea of whether their product will be received well by their target audience before the product is even launched into the market. Concept testing helps organizations make better decisions and prevent financial losses.
Concept testing surveys are sent to customer segments that constitute the company’s target market because the concept, or product, is targeted at these consumer groups and must therefore be received well by them.
To get a better understanding of the importance of concept testing, let’s look at its benefits:
It allows you to filter out concepts that are likely to perform badly, so you know which concepts should be further developed.
Concept testing helps ensure that the decisions you make are well-informed, allowing you to steer clear of making bad decisions.
With concept testing, you can fix problems prior to their launch.
Consider the following pointers while creating your concept testing survey in order to create questions that help you obtain relevant and actionable insights from consumers.
It is important to clearly define the aim of your concept research before creating questions. A clearly defined objective(s) will dictate the kind of questions and information you include in your survey.
There are many different methodologies used in concept testing, and you must pick the one best suited to help you meet your objectives. If you want respondents to provide a detailed evaluation of a single product or idea, you should employ a single concept evaluation.
However, if you require feedback on the comparison of two or more concepts, you should employ the use of concept selection. There are many different types of methodologies you can use, and you should evaluate every method to select the one best suited for the evaluation of your concept(s).
Ultimately, concept testing is used to ensure that concepts are appealing enough to lead to purchases. Therefore, it is important to include questions related to your target market’s likelihood to purchase your good/service.
Concept testing is important for products in all life stages. It shouldn’t just be conducted before a new concept is launched, but rather at every phase of the product lifecycle. This helps ensure that your organization continues to make better-informed decisions that will keep your target audience pleased.
Although you may have a general idea of who your target population is, you can only be certain once you’ve collected feedback from a broad audience. Once you’ve collected the feedback and have identified the audience you want to target, you can tailor or refine your concept with this segment (/these segments) in mind.
Listed below are some examples of concept testing questions that you can include each concept survey you conduct.
If you were setting up a concept-testing survey and could only choose one question to ask, this would be it. While other questions will help you refine your results, provide you with more granular feedback, and allow you to make minor changes to your launch, product purchase intent is the most important metric when determining if consumers will be interested in a product or service.
A good product that costs more than it’s worth can just as easily miss sales goals as a poorly made product. You need to understand just how much people are willing to pay before you can be sure your product will sell. This concept-testing survey question will help you determine the price range you need to set at launch to successfully draw in customers.
Encouraging each respondent to pick both a positive and negative aspect of your product will give you the insight you need to make changes down the line. If respondents with high purchase intent all list the same positive, for example, it’s a good idea to emphasize that feature in your marketing. Likewise, if respondents with low purchase intent list the same negative, you might need to go back to the drawing board to address that flaw before moving forward.
People are social creatures, and their reputations are important to them. When you ask this question, you encourage your respondents to think about how people closest to them would respond to their recommendation. If a customer has high purchase intent and would recommend the product to others, you’ve likely got a winner.
Organizations that choose Voxco to conduct their concept testing surveys experience the following benefits:
Voxco’s omnichannel survey solution allows you to conduct surveys through multiple platforms, maximizing your reach and making your data evaluation process easier as all data is stored on one integrated platform.
Voxco’s dynamic dashboards allow you to dive deep into your data, making it easier for you to extract actionable insights from customer feedback.
Voxco’s team of highly skilled and experienced professionals is always available to you whenever you may need customer support.
Surveys can often get boring and monotonous, which inevitably leads to a higher survey dropout rate. With Voxco’s large question library, you have the ability to make your concept-testing surveys fun and interesting to maximize response rate.
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