{"id":18818,"date":"2022-12-29T11:09:00","date_gmt":"2022-12-29T11:09:00","guid":{"rendered":"https:\/\/businessyield.com\/?p=18818"},"modified":"2023-02-03T22:54:32","modified_gmt":"2023-02-03T22:54:32","slug":"concept-testing","status":"publish","type":"post","link":"https:\/\/businessyield.com\/marketing\/concept-testing\/","title":{"rendered":"Concept Testing Methods: Overview & Real-life Examples","gt_translate_keys":[{"key":"rendered","format":"text"}]},"content":{"rendered":"\n
Did you know that 95% of product launches<\/a> are a failure? Concept testing is a research method <\/a>that entails asking clients questions about your product or service thoughts and ideas before actually launching it in the market. As a result, you can assess your market acceptability and willingness to buy, allowing you to make key decisions before the launch.<\/p>\n\n\n\n I always presume that any new feature or product idea I develop will be a success. However, this is rarely the case. Customers are the only ones who can tell whether an idea will succeed or fail. That is why it is critical to put your concept and thoughts to the test before launching them to your clients. The insights gained through concept testing will assist you in launching effective and successful products in the market.<\/p>\n\n\n\n Concept testing can also provide you with in-depth insights into several areas of your idea in the market. You can inquire about a certain feature, appearance & feel, pricing<\/a>, and other topics. As a result, you can ensure the accuracy of every element before releasing the product.<\/p>\n\n\n\n Organizations and enterprises use surveys to do concept testing, making it a straightforward method for companies of all sizes to implement. We’ll discuss many methods of concept testing in the next section.<\/p>\n\n\n\n Many different methods of concept testing have been developed and used by researchers over the years. These methods are classified according to how the concepts are presented. Each of these strategies is appropriate for a specific type of research. The use of a research platform makes concept testing simple. So, the four basic methods of concept testing are as follows:<\/p>\n\n\n\n Respondents receive two or more concepts during comparison testing. Respondents compare these concepts by rating or ranking questions or simply selecting the best concept provided.<\/p>\n\n\n\n Comparison tests produce clear and understandable results. It is simple to decide which concept is the best. However, the results are devoid of context. There is no way of knowing why respondents choose one concept over another. Before successfully releasing a product, it is critical to understand these details.<\/p>\n\n\n\n In this concept testing method, the target audience is divided into many groups in a monadic test. Each group receives only one notion. These exams concentrate on thoroughly analyzing a specific idea. A monadic test survey is often brief and narrowly focused.<\/p>\n\n\n\n Because each group of responders sees a distinct notion, it is feasible to go into great detail without making the survey too long. Researchers can ask follow-up questions regarding a concept’s many features, such as what they loved about it, its look and feel, price range, and so on. Though each group of responders sees distinct concepts in isolation, the follow-up questions for each concept will be the same.<\/p>\n\n\n\n Monadic test surveys are brief and allow researchers to ask several follow-up questions. As a result, the results provide a greater explanation for why one concept is superior to another. However, because the target audience is divided into several categories, the sample size required to run a monadic test is large. Because several concepts must be tested, the sample size is more important. The expense of research rises dramatically as the sample size grows.<\/p>\n\n\n\n Sequential monadic tests, like monadic tests, divide the intended audience into different groups. Instead of presenting one notion at a time, each group receives all of them. So, to avoid bias, you’ll randomize the order of the concepts. Also, to gain additional insights, you’ll ask the respondents an identical set of follow-up questions for each of the themes.<\/p>\n\n\n\n Because each group of responders sees all concepts, the target audience size required to run a sequential monadic test is modest. In a single round, multiple concepts can be examined. As a result, sequential monadic tests are less expensive and easier to implement. This concept testing strategy is appropriate for research with a limited budget or when only a small target audience is available.<\/p>\n\n\n\n However, because each set of responders is presented with all of the concepts, the questionnaire is very lengthy. This has an impact on the completion rate and may induce nonresponse bias. Limiting the number of questions allows researchers to shorten the questionnaire’s length. This, however, has an impact on the profundity of the gathered insights.<\/p>\n\n\n\n Other biases, such as interaction bias and order bias, can affect sequential monadic testing.<\/p>\n\n\n\n A sequential monadic test is followed by a comparison test in a proto monadic test. Respondents are asked to examine numerous concepts before selecting the one they like.<\/p>\n\n\n\n This design is beneficial for validating the sequential monadic test results. Researchers can also determine whether the idea chosen in the comparison test is consistent with the information gathered about each concept.<\/p>\n\n\n\n Once you’ve decided on a method, you’ll need to create a survey to conduct your test. Creating a survey and then utilizing a block randomizer successfully yields the best results. The section that follows will go over the criteria and best practices for designing an effective concept testing survey.<\/p>\n\n\n\n An online poll is used for concept testing. The survey should be structured to assess how respondents feel about your notions or ideas. The information gathered through these surveys is then used to determine whether clients prefer or reject your concept. Here are some pointers to help you create a useful concept testing survey.<\/p>\n\n\n\n Once you’ve established a broad goal for your survey, it’ll be much easier to devise questions that will elicit useful information on your notion. It is vital to consider the actual purpose of the test as well as the specific details that you wish to discover from your clients. So, as a result, you can create a survey with appropriate questions and obtain useful information about your clients’ perspectives.<\/p>\n\n\n\n Using survey blocks to group-related questions is always a good idea. Survey blocks aid in the creation of a well-organized flow for your surveys and makes it easier for respondents to respond to them. Respondents can simply focus on one aspect of their ideas and provide accurate and meaningful feedback if there are no interruptions.<\/p>\n\n\n\n Likert scales<\/a> are rating scales containing an odd-numbered series of answer options, typically ranging from five to seven. So, in your survey, you can include Likert scale questions that ask respondents to score their viewpoint on a five- or seven-point scale ranging from “strongly agree” to “strongly disagree.” Using Likert scale questions ensures that your survey has a consistent design, making it easier for respondents to respond. Furthermore, employing Likert scales makes data analysis easier.<\/p>\n\n\n\n \u201cA thousand words are worth a thousand pictures.\u201d When you want responders to provide comments on a visual notion, this idiom applies. Logo testing is a fantastic illustration of when visuals should be used instead of text. You can show different logo design concepts to your responders and ask them to choose the one they like most. This eliminates bias and produces results that are easy to understand.<\/p>\n\n\n\n Demographic questions must be included in your survey to ensure that the respondents are from your target population. Your concept may receive negative comments. However, it is possible that this is not a reflection of the concept itself. Rather, the reply may not be a customer of yours and is uninterested in your goods. It is critical to include demographic survey questions in order to ensure that your concept will be effective with your targeted clientele.<\/p>\n\n\n\n Now that you understand how to create a useful concept testing survey, let’s look at some use situations where concept testing might be useful.<\/p>\n\n\n\n Here are some examples of the most prevalent scenarios in which concept testing can be used:<\/p>\n\n\n\n Companies frequently utilize concept testing to make judgments when designing new goods. You can learn which features are important to clients and which should be avoided. You can also learn about the problems users have with existing functionality.<\/p>\n\n\n\n Also, you may evaluate client expectations, make improvements, and effectively launch your product by using a usability testing survey and idea testing.<\/p>\n\n\n\n Redesigning your website’s homepage might be difficult. The homepage is the first point of contact for most SaaS and eCommerce enterprises with potential clients. That is why, when rebuilding your website, you must ensure that everything is correct.<\/p>\n\n\n\n You can use concept testing to expose your designs to clients who will engage with them and give you a good notion of how they feel. Using these results, you may iron out design issues and be ready for a flawless launch.<\/p>\n\n\n\n
That’s not a good statistic if you own your own firm. It is, nonetheless, a vital aspect to remember if you want to produce successful products and services. If you want to succeed with your target audience, every aspect of your product and its rollout must be flawless.
Concept testing comes into play here. You can use it to test price points, product features, and even adverts that you want to issue. You’ll avoid costly blunders and become one of the fortunate 5% of businesses to launch a successful product<\/a>. So in this post, we’ll define concept testing and explain the various methods you may use to test concepts for your market. Then, we’ll end off by discussing concept testing marketing surveys and listing some real-world examples of companies that have profited from concept testing.<\/p>\n\n\n\nWhat is Concept Testing?<\/span><\/h2>\n\n\n\n
The Advantages of Concept Testing<\/span><\/h3>\n\n\n\n
Concept Testing Methods<\/span><\/h2>\n\n\n\n
#1. Comparison testing<\/span><\/h3>\n\n\n\n
#2. Monadic testing<\/strong><\/span><\/h3>\n\n\n\n
#3. Sequential monadic testing<\/strong><\/span><\/h3>\n\n\n\n
#4. Proto-monadic testing<\/strong><\/span><\/h3>\n\n\n\n
Read Also: Sales Coaching: Detailed Guide to Sales Coaching for your Sales Team<\/a><\/span><\/h5>\n\n\n\n
Survey Design for Concept Testing<\/span><\/h2>\n\n\n\n
#1. Set a goal for your survey.<\/span><\/h3>\n\n\n\n
#2. Consistent Survey Design <\/span><\/h3>\n\n\n\n
#3. Likert Scales <\/span><\/h3>\n\n\n\n
#4. Include Visuals<\/span><\/h3>\n\n\n\n
#5. Questions About Demographics<\/span><\/h3>\n\n\n\n
Read Also: TEST MARKETING: Best Practices to Scale any Business (+ Helpful Reviews)<\/a><\/span><\/h5>\n\n\n\n
Concept Testing Use Scenarios <\/span><\/h3>\n\n\n\n
#1. Product creation<\/span><\/h4>\n\n\n\n
#2. Design of the new homepage<\/span><\/h4>\n\n\n\n
#3. A new logo is being tested.<\/span><\/h4>\n\n\n\n