Concept Testing Methods for Market Research

What is a Concept Test

In simple words, product concept testing is a marketing research method brands employ to gauge their target customers’ readiness and willingness for a concept or idea before its launch. Concept testing involves both quantitative and qualitative methods to determine how their intended target market will react to an idea when presented in the form of a product.

Methods of Concept Testing

Concept testing probes into the consumer’s mind through online concept test surveys and online focus groups adapted for the purpose they will be used for. There are multiple approaches researchers can take when test driving their product ideas before pushing them from product development onto a busy motorway.

1.    Single-Concept Evaluation

The name is pretty clear on what this approach to concept testing involves. A group of respondents or participants are first presented with a single concept evaluation in its entirety. The concept testers are presented with an in-depth review of the product idea and its features and functions.

Afterward, respondents are asked to fill out a survey where they evaluate the concept, answering a series of questions that gauge whether the concept appealed to them or not. This method is quick, unbiased, and offers a high response rate.

2.    Comparison Testing

Unlike single-concept evaluations, comparison testing involve the testing of two or more ideas. Participants are given a breakdown of multiple concepts together and then answer ranking questions to compare both concepts and choose one that managed to sway them. Researchers can form inferences based on the respondents’ answers, determining which concept proved to be more widely accepted.

However, there is a slight lack of context in Comparison Testing. Even though respondents note which concept they liked more, there is no explanation as to why they chose one particular concept over the others. Consequently, there is little to no constructive criticism for concepts they didn’t show interest in.

3.    Monadic Testing

Monadic testing is another take on multiple-concept evaluation. It deviates from the latter in how the participant audience is approached. In Monadic testing, participants are divided into several groups, depending on how many concepts need to be evaluated.

Each group is presented with a different concept in isolation, allowing the respondents to hyper-analyze the concept in depth. Researchers can ask follow-up questions about the product idea to determine what they liked and why.

In contrast to comparison testing, monadic testing adds context to the respondents’ choices. Results are much more thorough, giving researchers a better idea of what aspects each group liked and disliked.

Monadic tests can be a relatively more costly endeavor, considering that it requires a large sample size. The more concepts you have to test and evaluate, the more participants you will need to form the focus groups.

4.    Sequential Monadic Concept Testing

Sequential monadic tests are similar to multiple-concept evaluations as they involve presenting all concepts to the respondents in a randomized order. However, the target audience is split into multiple groups.

This type of concept testing doesn’t really require a large group of respondents, making it much easier to field and less expensive to conduct. However, it has a few limitations. For instance, since each group is presented with all concepts, the questionnaires are relatively lengthy. This may lead to a low completion rate, creating a non-response bias that skews the results.

5.    Proto monadic Concept Testing

When a comparison test follows a sequential monadic test, it’s referred to as proto monadic testing. Respondent groups are first given an in-depth reveal of each concept to evaluate each concept in its entirety. The succeeding comparison test then enables the respondents to reveal which concept they prefer over the others.

The results of the latter play a significant role in verifying the results of the sequential monadic test. Whichever concept the participants prefer will likely have more positive feedback in the sequential nomadic test.

Creating Concept Tests

Whether conducted via an online survey or in person, concept tests should include questions that probe the audience to discover how they feel about the idea being presented to them. The insights gained from these tests are indispensable for brands seeking to introduce products or services their target audience will be willing to buy.

Clear Objectives are Necessary

The importance of setting goals has now been repeated to the point of cliché. Not having a clear objective for your market research is a major no-no. When researchers don’t know exactly what they want to get out of their concept tests, they won’t agree on what direction the test should take.

Use Survey Blocks

To prevent the test results from being skewed by biases, make sure the questions follow a consistent structure. Survey blocks are great for grouping related questions in one section. For instance, when survey programming you can create survey blocks for each aspect or feature of the product concept.

This way, respondents can focus on each area separately and then move on to the next instead of going back and forth. This way, you generate more accurate feedback.

You can further simplify the survey results by using the Likert scale in your survey to quantify your respondents’ opinions. You can choose between a five, seven, or nine-point scale that allows respondents to make choices based on how much they agree or disagree with the statement or question.

Consider you are concept testing a new type of face cream. Your survey may include a question such as “the packaging concept of the product makes it easy to travel with.” Respondents can choose an option on a symmetric agree-disagree Likert scale, with 1 being “strongly agree” and 5 being “strongly disagree.”

After consolidating the survey results, you can determine the average opinion on the product’s packaging and its transportability.

Visual Representation of the Concept

While detailed descriptions suffice, adding an image, video, or digital rendition of the product prototype will only help you convey your concept with more accuracy. For instance, consider that you’re changing your existing products’ packaging. You can’t convey the new concept’s aesthetics if a wordy description is all you have. Instead, you will have much better success with an image or drawing of the new design.

Don’t Forget Demographic Questions

Demographic survey questions are integral to market research. In concept testing, demographic details help determine whether the respondents match your target audience or market. Discrepancies between the two can result in skewed results, rendering the survey ineffective in fulfilling the goal of the survey.

Unprecedented changes in consumer behaviors and preferences, especially those influenced by recent disruptions in the global economy, necessitate intensive market research. Concept testing is a vital tool in your kit that can simplify product development strategies, allowing you to make changes in your concepts that are sure to generate favorable results when you launch the product.

When you understand what works with your target market and what doesn’t, you’ll be in a better position to offer products your customers love.