CONCEPT TESTING
New product development is rocket fuel when growing a brand and maintaining competitive advantage. Ensuring that the customer’s perspective is proactively involved in NPD from the very earliest stages minimises risk and maximises chances of success.
Research type - quantitative and qualitative
Focus - explore reactions and customer needs, then validate concept and market potential
Timescale - data collection 1-2 weeks
Panel - intended customer profile for the product
What is concept testing?
Concept testing is early stage research that allows customers to give open feedback on basic concepts that have come from an ideation phase. It is an opportunity to validate product or service ideas while they are still in their infancy, to establish the viability, appeal and market potential and mitigate the risk of pursuing the wrong ideas.
How does concept testing work?
There are several methodologies that can be used for concept testing, which bring different benefits and largely fall into 3 categories -
Monadic - considered to be the least biased form of concept testing. One concept is shown to a panel of customers, for feedback. Each concept requires a separate panel, which results in an unbiased view of each concept. However, as a result this method takes longer and costs more.
Sequential - a balance which gives detail but may allow for bias. Multiple concepts are shown to a panel of customers one after another, with feedback asked for after each concept. This is more cost effective than a monadic approach and provides detail, but can allow for concept bias and takes more time for the participant.
Comparative - fast high level overview but a lack of detail. Multiple concepts are shared with a panel of customers, who provide feedback at the end. This is a time efficient and cost effective way of identifying a leading concept, but may not return the detail that other methodologies can provide.
What can I find out from concept testing?
Concept testing will help you to identify the strongest and highest potential ideas to pursue, but it can also give you lots of additional detail such as -
Substantiating product or service ideas, identifying potential problems and areas of improvement, assessing market fit including potential users wants and needs, user preference, highlighting blind spots or misinterpretations and brand product fit etc
What problems can concept testing solve?
Getting customer feedback from the early stages can give definitive answers that will focus product or service development. Focus for testing varies significantly, but some examples are -
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Is our idea different enough from existing products to feel innovative?
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The packaging form is completely new, does the customer understand it?
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Does this approach to advertising feel progressive or off brand?
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Is the market ready for this idea?
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Do we have blindspots that we are completely missing?
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We see this as a wellness product, would it be better positioned as a beauty offering?
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Will this content work as an omnichannel campaign?
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We believe this is a problem solving item, but is it meeting customer’s needs?
How will a product trial add value?
It is so much more cost effective to test your brand’s ideas than it is to waste months, and potentially millions, on ideas that won’t land with your customer and could do significant damage to your brand value. The ability to derisk innovation and product development with concept testing can also encourage creativity. Cautious thinking that inevitably goes hand in hand with ideas that haven’t been trialled can produce inoffensive outcomes that won’t disrupt markets and power growth.
Things to consider
Detail - don’t gild the lily! You need enough detail to ensure the participant understands the concept, but avoid jargon and terms that will confuse or alienate the customer. This is not the time for testing marketing ideas, keep the concept clear, focused and concise.
Which methodology? - there are pros and cons to each approach. Cutting corners can be a false economy especially at the early stages, so consider your budget and time frames, and whether you need detail to refine, or an overarching indication.
Partnership - some insight is good, ongoing insight is better. Consider running concept testing more than once as your ideas evolve and follow up with a product trial once your ideas are actualised. This will allow for staged refinement and confidence in your idea.
Bad result or bad idea - not getting the feedback you hoped for doesn’t mean it’s a bad idea. Is the target customer right, is it the right time for the market to receive this idea? Trying again with a different group or at a different time may garner much more positive results.
