Concept Screening/Testing
Whether testing a single or multiple concepts (new product ideas, offerings, features, communications, etc.), we can typically gauge which concepts offer the best chance for success (and failure) based on just a few key questions, including using monadic presentation when feasible. These questions have been shown to be key drivers of future success, as well as good measures of differentiation.
Business Needs
Need to evaluate multiple new product concepts, ideas, features, communications, etc., in order to narrow down the number of viable concepts prior to more in-depth testing.
or
Time and budget constraints do not allow for a full quantitative evaluation of each concept; however, you still prefer to have the ability to project findings across a representative sample rather than relying solely on focus groups or other qualitative research methodology.
Example Questions
- What was your overall impression of the concept?
- Based on the concept, how likely are you to purchase the brand in future?
- Based on the concept, do you feel more positive or negative towards the brand?
- Is the concept perceived to be confusing, engaging, believable or unique?
- How does the concept rate on key attributes?
- Based on the concept, how does the image you associate with the brand fit with your own self-image?
