Developing a new product concept is considered an art and a science. The science is derived from the creation of the exact elements with the perfect formula for positioning product or service concepts. The art emerges from the use the medium in materializing the elements and from the process involved in unfolding the product concept. If you have an amazing idea and you want it to materialize, concept testing will help you save time and resources before you introduce it to the market.
What is Concept Testing?
In developing new concepts, marketers employ concept tests which are used to assess the outcome of a new product idea or design prior to its release to the market. Concept testing is not only used to cull and polish product concepts, but also gives the direction and guidance needed in determining and relaying the main advantages and uses of the product or service. In addition, concept tests describe the consumers’ and decision makers’ impressions, wants, and needs. It also checks out the potential of the new product or service.
Conducting a concept test aims to evaluate the concept’s soundness and level of understanding, gather ideas and recommendations from would-be customers, collect information regarding the other attributes of the concept, gauge the “intention to buy” as prompted by the concept, and finally, examine the concept’s overall degree of contentment along with its advantages and disadvantages.
Generally, a typical concept test is composed of demonstration of the concept, appraisal of the overall response to the concept, a detailed assessment of concept analysis, situation evaluations, and value and segmentation analysis.
Applications of Concept Testing
Concept testing can be used in different business and marketing challenges. These include logo testing, social media campaigns, web design and content, and in product and concept development.
Logo Testing
Logos express the brand’s character and depict the business’ market engagements. Choosing a logo that will speak for the company’s brand is one of the few arduous challenges that businesses have to deal with. One of the best means for experimenting with various concepts, styles, and patterns is by conducting concept testing.
Social Media Campaigns
The value of social media in marketing is expanding and intensifying. Through concept testing, businesses can determine which social media platforms will help them further their brand.
Web Design and Content
If ever you decide to start a new website or redesign your old one, it is ideal to concept test your design prospects.
In general, a company’s website contains advertisements and landing pages. For marketers, concept testing their advertisements will help them effectively convey the company’s message and its products. They also test photos and content to determine the best landing page that has a balanced mix of creativity and brand messaging.
Product and Concept Development
This is the most common application of concept testing. In this stage, marketers will identify the product’s attributes or features that will engage customers. This includes the product’s packaging, logo, color, and design. Through concept testing, businesses can ensure that they will meet their customers’ expectations.
Types and Classifications of Concept Tests
Basically, concept tests are categorized as qualitative or quantitative. Qualitative concept tests include focus groups and comprehensive interviews. On the other hand, quantitative methods are associated with phone interviews, mail surveys, and online surveys.
There are also different formats of concept test surveys that marketers can utilize. However, not all arrangements are created the same since each has disparate goals and offer diverse benefits. Among these techniques are Migration Path Tests, Product Usability – Serviceability Tests, and Product Modification or Upgrade Test.
Migration Path Test
It is usual for products and services to propose migration paths or upgrades. Migration path tests will aid the business in comprehending the most important attributes and merits of a product or service.
Product Usability-Serviceability Test
This type of concept test will evaluate the customer’s experience. The data that will be collected will be used to improve the product or service.
Product Modification or Upgrade Test
Product recreation, conversion, or improvement can make a current product or service more interesting. However, one should make a distinction between the product’s must-have and nice-to-have features and prioritize its release to the market in order to create a definitely new and upgraded product or service.