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Your company has a great idea for a brand-new product, but how can you know if it’ll actually be a success? This is where concept testing comes in. Before a product hits the shelves, developers talk directly with potential buyers and ask for feedback about how they can make their experience even better. In this article, we’ll explain what exactly concept testing is and walk you through the steps to create your own concept test. Time to get brainstorming!
Things You Should Know
- Concept testing is a combination of quantitative and qualitative research used to help predict the success of a new idea (product, logo, brand, ad, etc.).
- Tests are usually done by either having participants review one product in isolation and then take a survey, or having them compare two products side-by-side.
- The concepts being tested are often based on preliminary research that identifies consumers’ specific wants and gaps in the current market.
- Concept test surveys use a combination of open and closed-ended questions, with survey design being based on what specific information the company is trying to obtain.
Steps
Conducting a Concept Test
- Select participants based on your company’s market share. How much influence your company already has over consumers will affect what types of people you recruit to participate in your test. If your company is well-established and has high-share products, get people who already use your products to participate, since you’re trying to maintain customer loyalty. For less well-established companies, the opinions of nonusers of your brand are more important.[14]
- In both situations, survey a mix of both users and nonusers but put more emphasis on one specific group depending on your company’s market share.
- Decide what method you’re going to use to deliver the concept. Depending on the type of concept you’re having participants evaluate, the way you present your product will differ. For example, if you’re developing a logo or brand name, giving your participants a visual or sketch will probably be most effective. On the other hand, if you’re doing something like an ad campaign, a storyboard might help them grasp the full concept better. Some other methods you might use to deliver your concepts include:[15]
- Verbal description
- Sketch
- Photograph or rendering
- Storyboard
- Video
- Simulation
- Interactive multimedia
- Physical appearance model
- Working prototype
- Choose a testing method that fits with your concepts. A big decision is having to decide between monadic and comparison testing. If you’re looking to have one product tested in isolation, much like it would be in real life, monadic testing might be best. But if you’re looking to find the best concept and compare very small details, comparison testing would be a good choice.[16]
- Another thing to consider is your available resources. Monadic testing will require a larger amount of participants to get enough data and can be time-consuming. However, it will likely yield valuable data.
- Comparison testing requires a smaller sample size, but the results you get might be biased and more difficult to interpret.
- Set an objective for your concept test. What kind of information are you hoping to get out of this test? Thinking about this will help you in coming up with questions for your surveys and give you an idea of what styles of questions to ask. Don’t make your survey too long since this will likely discourage participants and lead them to answer less thoughtfully. Some examples of objectives include:[17]
- Determining which feature is easiest for consumers to use.
- Checking how easily understandable a logo or ad campaign is.
- Seeing which design of a product is most visually appealing to users.
- Getting an estimate of how much customers would be willing to pay for your product.
- Design your survey questions based on the test’s objective. The type of data you’re hoping to collect will determine the style of questions you use when creating your survey. Open-ended questions will give you much more detailed and subjective answers but can take longer. Closed-ended questions provide participants with a set number of choices to select from and are easy to answer quickly. However, they don’t allow much wiggle room for asking more in-depth questions without the survey getting super long. Here are a few question styles you might consider using:[18]
- Demographic questions (age, race, ethnicity, gender, income, etc.) are necessary for any concept test to help identify participants who fall within your target audience.
- Likert scale questions are easy to answer, and the data they yield is relatively easy to collect and analyze.
- Images are necessary if you’re asking for feedback on a visual idea. For something like a logo, include images of the various logos you’re testing for participants to rank or comment on.
- Structure your survey so that the questions flow naturally. Start with an introduction of your concept(s) using your decided method of delivery. After that, move on to general questions about your participant’s overall knowledge of your product or brand. Then, move on to the specific questions that ask them to review and evaluate the concept. Ask demographic questions at the end since these can be sensitive topics that may deter the participant if placed at the very beginning.[19]
- If you’re asking a series of similar questions (such as asking the participant to rate each feature of your product), randomizing the order each person receives the questions can help improve data.
- General questions to ask participants include things like “Have you heard of this brand before?” and “How often do you think you use this brand in your everyday life?”
- Administer your test and analyze the results. After all of your participants have taken your surveys, it’s time to look over the results for any patterns. Split the data into overall results to look for any major trends, then look at the individual answers to better understand each person’s thinking.
- Using software to analyze your data is another option.[20]
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Expert Q&A
Tips
- Make sure that everything is consistent throughout your test to minimize any potential errors. Present your products in identical fashions, format your surveys identically, and use the same methods for analyzing the results from multiple concept tests.[23]Thanks
- Have participants use the product in a realistic setting, such as in their personal office or home. This kind of “real environment” test will often produce the most accurate results since participants are already in a place they’re familiar with.[24]Thanks
- If you’re using a research company to do your product testing, use the same company each time.Thanks
References
- ↑ https://www.bentley.edu/centers/user-experience-center/concept-testing
- ↑ https://www.decisionanalyst.com/media/downloads/ProductTesting.pdf
- ↑ https://www.decisionanalyst.com/media/downloads/ProductTesting.pdf
- ↑ https://www.decisionanalyst.com/media/downloads/ProductTesting.pdf
- ↑ https://www.ipsos.com/en-us/product-testing-handle-care
- ↑ https://www.decisionanalyst.com/media/downloads/ProductTesting.pdf
- ↑ https://www.ipsos.com/en-us/product-testing-handle-care
- ↑ https://www.decisionanalyst.com/media/downloads/ProductTesting.pdf
- ↑ https://www.decisionanalyst.com/media/downloads/ProductTesting.pdf
- ↑ https://www.ipsos.com/en-us/product-testing-handle-care
- ↑ https://hbr.org/1976/05/test-marketing-in-new-product-development
- ↑ https://hbr.org/1976/05/test-marketing-in-new-product-development
- ↑ https://hbr.org/1976/05/test-marketing-in-new-product-development
- ↑ https://www.decisionanalyst.com/media/downloads/ProductTesting.pdf
- ↑ https://dspace.mit.edu/bitstream/handle/1721.1/34891/15-783JSpring-2002/NR/rdonlyres/Sloan-School-of-Management/15-783JProduct-Design-and-DevelopmentSpring2002/76C33075-2912-4A16-AEB0-1FF7038D288D/0/8contest.pdf
- ↑ https://www.decisionanalyst.com/media/downloads/ProductTesting.pdf
- ↑ https://www.mitre.org/sites/default/files/pdf/05_0638.pdf
- ↑ https://www.mitre.org/sites/default/files/pdf/05_0638.pdf
- ↑ https://psr.iq.harvard.edu/files/psr/files/PSRQuestionnaireTipSheet_0.pdf
- ↑ https://scholarworks.wmich.edu/cgi/viewcontent.cgi?article=1026&context=library_pubs
- ↑ https://www.theguardian.com/lifeandstyle/2021/oct/11/lego-to-remove-gender-bias-after-survey-shows-impact-on-children-stereotypes
- ↑ https://hbr.org/2019/09/a-study-of-597-logos-shows-which-kind-is-most-effective?registration=success
- ↑ https://www.decisionanalyst.com/media/downloads/ProductTesting.pdf
- ↑ https://www.decisionanalyst.com/media/downloads/ProductTesting.pdf
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