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Tips to Create Effective Concept Testing Questions
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Table of Contents
What is Concept Testing?
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.
Tips to Create Concept Testing Survey Questions that help Extract Useful Data
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.
Clearly Outline the Aim of your Concept Research
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.
Choose the Method of Concept Testing most Suited to your Research
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 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).
Include Questions on Purchase Intent
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.
Continue Concept Testing at every Stage of Product Lifecycle
Concept testing is important for products in all life stages. It shouldn’t just be conducted before a new concept is launched, 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.
While Concept Testing for New Products, Collect Feedback from a Broad Audience
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.
Benefits of Concept Testing
To get a better understanding of the importance of concept testing, let’s look at its benefits:
Filters out Concepts:
It allows you to filter out concepts that are likely to perform badly, so you know which concepts should be further developed.
Better Informed Decision Making:
Concept testing helps ensure that the decisions you make are well-informed, allowing you to steer clear of making bad decisions.
Allows for Proactive Problem Fixing:
With concept testing, you can fix problems prior to their launch.
FAQs on Concept Testing
Some of the most prominent advantages of concept testing are:
- Facilitates more informed decision making
- Allows you to test potential market success before the product is launched
- Provides in-depth insights and feedback on an idea
Concept testing is utilized by companies for a range of different uses, such as:
- Concept evaluation
- Current usage and need state
- Opportunities for pricing strategy optimization
- Name, Logo, and Packaging assessment
- Interest and purchase intent
Some commonly used concept testing survey methodologies are:
- Single Concept Evaluation
- Multiple Concept Evaluation
- Concept Selection
- Concept Selection and Evaluation
Why Choose Voxco for your Concept Testing Surveys?
Organizations that choose Voxco to conduct their concept testing surveys experience the following benefits:
Omnichannel Interface
Voxco’s omnichannel survey solution allows you to conduct surveys through multiple platforms, maximising your reach and making your data evaluation process easier as all data is stored on one integrated platform.
Powerful and Dynamic Dashboards
Voxco’s dynamic dashboards allow you to dive deep into your data, making it easier for you to extract actionable insights from customer feedback.
Premium Support at Voxco
Voxco’s team of highly skilled and experienced professionals are always available to you whenever you may need customer support.
Range of Survey Templates and Question Types
Surveys can often get boring and monotonous, which inevitably leads to a higher survey dropout rate. With Voxco’s large question type library, you have the ability to make your concept testing surveys fun and interesting to maximise response rate.
