At Research Solutions Network, we carry out Concept Testing which is the process of evaluating consumer response to an idea before introducing a product or service to market. Through this, our researchers succinctly identify perceptions, wants and needs of your product or service.
Why Your Service or Product Needs Concept Testing
Concept testing defines, refines and reshapes ideas so to give them greater potential for market acceptance by:
Establishing concentrated segments of the market/population to which the product appeals
Evaluating the relative appeal of alternative product ideas and features desirable to the targeted market segments
Illuminating necessary information for developing the product and its promotion, distribution and pricing
Our tailor-made concept testing provides you with insightful information for optimizing your product or service and allows you to fully focus on your products and priorities. This is because it gives you the ability to improve your product, shift your priorities and increase your product-market match.
Methodologies for Concept Testing
There are different approaches taken by our experts when testing your concept. Each strategy has its own unique objective and benefits. Some of the methods include:
Organizations must never underestimate the importance of price expectations in new product adoptions. Price, incentives, bundling, cross product tie-ins and cost mitigating factors, such as warranties and use agreements, all change price and value perceptions. Therefore, pricing and incentive tests determine the optimal pricing point for new product concept bundles and can estimate customer price acceptability curves in any market.
New Service or Product Tests
Companies use new product concept tests to identify the benefits most important to customers and the features that are most likely to create those benefits. Features include those that customers need most and those they feel nice to have in any product or service. At Research Solutions Network, we identify and prioritize your customer needs for product development and promotion.
Product Serviceability and Usability Tests
Companies must always evaluate the customer experience to establish how it can be improved in specific products or services. This kind of concept test focuses on several areas including ease of use, similarity to current usage patterns, the ability to adapt and use critical feature implementations, and the congruency with current image, usage patterns and service provisions.
Upgrades, modifications and reformulations, have the potential to add new life to existing products and services. With product modification or upgrade tests, identifying the optimal bundle of features is a priority. It’s critical to differentiate and prioritize the release of new features that are needed against those that are ‘luxury’ so that companies can create products and services that are truly original and improved, or worthy of a new release or upgrade.
Migration Path Tests
Though many products and services offer upgrade or migration paths, this is mainly an alternative to the next new thing for many customers. Migration path tests help firms to understand the key features and benefits and then capture consumer needs to the likelihood of upgrading an existing product or adopting a new technology. The management should then learn if the benefits outweigh the costs and challenges of changing the product or service. Features, benefits, brands, image, costs, and training are just a few factors to consider when conducting upgrade or migration paths.
There are general principles and guidelines to follow when conducting concept test. Concept tests look for early points of product weakness and market failure that can be fixed pre-launch. The core problem that concept tests target is based on identifying: the effectiveness of individual concept assets, barriers to achieving the concept’s full potential, consumer relationships with the concept, status of the concept in a competitive context, failure of advertising to communicate clearly, failure through unmemorable product personality and consumer’s lack of value perceptions, brand equity assets, potential consistencies in brand image and consumer perceptions and inconsistencies in brand image and consumer perceptions, unrecognized product benefits, failures of the brand to integrate into the consumer’s lifestyle and an elusive brand/concept personality.
Concept tests are easily constructed once the researcher is aware of the key components to be included in the test instrument. These components will however vary with the purpose of the concept study. In building a concept test survey, our experts carefully consider the objectives of the concept test and then determine if the measures used will successfully answer the objective-related questions. We pre-test the instrument by reviewing the purpose and results, and then make sure that the study purpose is answered with succinct accuracy.