Concept Testing
Ever wonder why many products fail at launch despite significant investment? More often than not, it’s due to a lack of validation early in the development process. Concept testing bridges this gap by evaluating the appeal, relevance, and viability of new ideas directly with the target audience.
By identifying strengths, weaknesses, and areas for improvement, it helps businesses refine their offerings and make strategic adjustments before going to market. This ensures that resources are focused on concepts with the greatest potential for success, reducing risk and driving stronger market performance.
Approach & Methodology
Our concept testing process uses a combination of robust statistical techniques and customer feedback to deliver a comprehensive evaluation. We employ conjoint analysis to understand which features or benefits customers value most, max-diff analysis to prioritize key elements, and TURF (Total Unduplicated Reach and Frequency) analysis to identify combinations of attributes that maximize reach.
Additionally, ANOVA (Analysis of Variance) is used to detect statistically significant differences in preferences across customer segments. By pairing these quantitative techniques with qualitative insights gathered through open-ended feedback and in-depth interviews, we provide a clear roadmap for refining product concepts and ensuring a successful market entry.