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Concept testing
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Concept testing
In addition to introductory products, this form of testing can also be helpful in creating a dialogue in order to bring about a change in consumer perceptions regarding pre-established products within the market place.
Within this form of research respondents will often be asked to observe more than one idea, or version of an idea, giving feedback on each – including what they like and dislike about the concepts – giving them the opportunity to suggest improvements.
An example of a concept testing study would be to show a sample of those who currently use and/or are interested in using online diet services an idea for a new online dieting website – before being introduced to the concept it is useful first to find out what your sample are looking for in similar services or products, including what they currently use and why. They would then be shown material detailing what this website service would contain in terms of content, how it is unique compared to competitor services and what its main aims are. They might also be shown some initial ideas of what this website might look like. The respondents would then be invited to give their feedback on positive and negative areas with explanations of why they feel that way and how they think the poorly rated areas could be improved. The concept can now be refined and developed.
In some concept testing research the study is initiated with a qualitative stage to get rich and detailed feedback from a small amount of respondents, this is then used to refine the idea before testing the developed concept for wider acceptability and desire in a quantitative study with a larger number of sample units.
We build small, director-led, teams of sector experts who are with you from brief to debrief. As an employee-owned company, every one of us is invested in delivering quality, value, and long-term impact.
From agile testing to deep-dive strategic studies, we design research to meet your specific objectives. The agility of our in-house operations team and strength of our UK-wide recruiter network enable seamless execution at scale.
Our sector-focused teams have decades of experience understanding audiences and the complexities of the markets in which our clients operate. Working collaboratively we deliver actionable insight which drives positive change.
We build small, director-led, teams of sector experts who are with you from brief to debrief. As an employee-owned company, every one of us is invested in delivering quality, value, and long-term impact.
From agile testing to deep-dive strategic studies, we design research to meet your specific objectives. The agility of our in-house operations team and strength of our UK-wide recruiter network enable seamless execution at scale.
Our sector-focused teams have decades of experience understanding audiences and the complexities of the markets in which our clients operate. Working collaboratively we deliver actionable insight which drives positive change.
Contact us today to discuss your next market research project and discover how we could become a valuable extension of your team.
Contact us
Contact us today to discuss your next market research project and discover how we could become a valuable extension of your team.
Contact us 
