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1. You r Comp any Name
CONCEPT
TESTING

2. Content
Objectives of
Concept Testing
Variables to
measure
Key Dimensions
to be considered
Concept
Testing Process
Learn about your
testing options
Test
Design
01 02 03 04 05 06
Data
Collection
Survey Questions
Template Format
Ways to use Concept
Testing Questions
Data
Analysis
Limitations of
Concept Testing
09 10 110807
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3. Objectives of Concept Testing
Identification of poor concepts so they can be dropped
Estimation of the size of the potential market
Identification of the various market segments and
their characteristics
Identification of potential improvements to the concept
Identification of appropriate positioning strategies (with
respect to price, promotion, and distribution)
Identification of potential cannibalization of existing products
Add your objective here
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4. Variables to Measure
Main Messages
› Main messages that customers take away from a concept, including the functional and emotional benefits conveyed
› Add Text Here
Attitudes and Beliefs
› Specify here how believable, memorable, or interesting the concept or product is.
› Add Text Here
Purchase Intentions
› Mention here the likelihood of purchasing the product or service
› Add Text Here
Competitive Preferences
› How consumers perceive the concept or product relative to competitors (i.e., better or worse on price, quality, and other
attributes)
› Add Text Here
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5. Key Dimensions to be Considered
The better tailored your solution is to the problem to be solved and to the lives of your target audience, the more
desirable it will be for your customers.
Solution Fit
Adoption Velocity quantifies price versus value and is both impacted and determined by Problem Urgency and Solution Fit.
Adoption Velocity
The more challenging the problem and the weaker the current available solutions, the more desirable your concept will be
to its audience.
Problem Urgency
This delivers insight into how customers will respond to your new product through how it will replace their use of
existing products in the market, and the reasons for their choices.
Market Impact
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6. Concept Testing Process
Choose a Survey
Population
› Your Text Here
Communicate
the Concept
› Your Text Here
Interpret
the Results
› Your Text Here
Define The
Purpose of the Test
› Your Text Here
Choose a
Survey Format
› Your Text Here
Measure
Customer Response
› Your Text Here
Reflect on the Results
and the Process
› Your Text Here
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7. Learn About your Testing Options
PREVENTS YOU FROM CHOOSING BAD IDEAS
Companies of all shapes and sizes are vulnerable to making mistakes if they don’t test their ideas first.
Listed here are a specific examples, showing that when a bad idea moves forward, it can be costly:
A bad idea leads your business to have a negative reputation, which heavily
influences your organization’s ability to grow, or even, remain stable
A brand whose online ad is
perceived as annoying is,
all else equal
Package design can
make or break
product sales
Logo designs can cost brands millions
of dollars. This makes the prospect of
failure all the more scary
HELPS YOU GET OTHERS IN YOUR COMPANY
BEHIND YOUR IDEAS
78% of advertising professionals said it’s important
to test an ad before it’s launched. Doing so can make
the ad more successful, because effective ads stem
from an in-depth understanding of what consumers
really want.
Despite the importance they all place on testing, less
than half of the people conduct concept tests.
This means creating your own test may be a big
opportunity to get a leg up on the competition.
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8. Test Design
Monadic Test:
› Only one concept is given as stimulus to the
respondents for evaluation. When several
concepts need evaluation, they are given to
different matched sample respondents and
compared subsequently across samples.
› Here, respondents evaluate the new concept in
comparison to the existing product.
Competitive Tests:
› Two or more product concept stimuli are
presented to the same respondent for
evaluation.
› Comparative tests are favorable for durable
goods where the consumer go through an
extended decision-making process
Two types of test designs are used more commonly in the concept tests
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9. Data Collection
Purchase Intention Measure
Overall Product Diagnostic Information
Product Attribute Diagnosis
Respondents Profile Information
9

10. Purchase Intention Measure
The most commonly used purchase intention measures are direct measure of purchase intention, expected frequency of purchase, and
probability of purchase
A typical question would be posed as below for obtaining the purchase intention.
Based on the product description presented to you, how likely would you be to purchase the profit if it is available in the local store
The Five point scale is used widely, however other scales with six, nine or eleven' points are also used. A typical probability of purchase measure is
presented as below
In the scale below please circle the number from zero to ten that best indicates the probability that you will buy the product. If you buy definitely
indicate as “10” and if you definitely would not buy indicate “0”
5
Definitely Would Buy_______________________________________________________________
Probably Would Buy________________________________________________________________
Might or Might Not Buy_______________________________________________________________
Probably Would Not Buy_______________________________________________________________
Definitely Would Not Buy_______________________________________________________________
0 1 2 3 4 5 6 7 8 9 10
Definitely
Would Not Buy
Definitely
Would Buy
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11. Normally a Set of Measures Like
Uniqueness of
the Products
Believability,
Importance of the
product in solving the
consumer problem
Inherent
Interest
Value for
Money
Main idea of the concept are collected from
the consumers for diagnostic purposes.
Relevance
Overall Product Diagnostic Measures
For fine tuning, the product to suit the consumer requirements, the managers need additional information about the product preferences.
Indicate the box that describe how unique the product concept is in the product category:
Very Unique Some what Unique Slightly Unique Nothing Unique
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12. Product Attribute Diagnostic Measures
Products are made up of bundle of attributes. Consumers
attach different importance and perceptions to these
attributes. Some attributes may more favorably influence,
and others may adversely influence the decisions of the
consumer.
Attribute of the Product
Weight of the Product 1 2 3 4 5
Representative Social Status 1 2 3 4 5
Comfort While Wearing 1 2 3 4 5
Material of the Product 1 2 3 4 5
Appearance of the Product 1 2 3 4 5
Please indicate the importance you attach for each of the following attributes
while purchasing a pair of shoes
Product development manager would be interested in identifying the importance that consumers attach for an
attribute and try to improve the product by modifying the product attributes.
Not at all
Important
Very
Important
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13. Respondents Classificatory Measures
All the consumers may not consume the product in a similar way, they would differ based on the need for the product,
importance of the product in meeting the needs, income and so on.
These variable would be of use to the product development manager in identifying and characterizing the consumer
segment' and identify the target segments.
A Data collection procedure in a concept test would include a set of questions to glean the
Consumer
Demographics
Socio-economic
Status
Current Purchase
Behavior, etc.
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14. Survey Questions Template Format
How important was performance on these attributes?Q
Overall Quality
Value
Purchase Experience
Installation of first Use Experience
Usage Experience
After Purchase Service (Warranty, Repair, Customer Service, etc.)
Somewhat Satisfactory Very Satisfactory DelightfullyMiserably
Overall, how satisfied were you with your new {Product}?Q
Not at all
satisfied
Somewhat
satisfied
Satisfied
Very
satisfied
Delighted
Have you ever contacted customer service?Q
If you contacted (company) customer service, have all problems been resolved to your complete satisfaction ?Q
Yes No
Yes, by the Company
or its Representatives
Yes, by me or Someone
Outside the Company
No, the Problem was
not Resolved
14

15. Ways to use Concept Testing Questions
› Online surveys are a great way to test different creative concepts and designs—to ultimately come up
with a logo that best visually communicates your brand
› Need to understand how customers might respond to your new logo?
Logo Testing
› Sharing your design concepts with people who will one day interact with them is a great way to see what
a sample of your target population thinks
› Before you begin collecting feedback on your website, take a look at the questions from our Website
Feedback Survey
Website Design
› Many online marketers test headlines, images, and content on their websites to identify winning
combinations of messages and designs
› Move beyond the numbers and hear from individuals directly. Their feedback might push you in a new
direction you hadn’t anticipated or validate what the numbers you already have to tell you.
Ads, Landing Pages, and Conversions
› Will your messaging resonate with your target audience?
› Ask your target audience to know for sure. It may also be worth checking with employees to see if they
both understand and incorporate your messaging into their day-to-day work as well
Messaging
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16. Data Analysis
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Series 1 Series 2 Series 3
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Category 1 Category 2 Category 3 Category 4
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1st Qtr 2nd Qtr 3rd Qtr 4th Qtr
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Category 4
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Category 1 Category 2 Category 3 Category 4
99%99%
16This graph/chart is linked to excel, and changes automatically based on data. Just left click on it and select “Edit Data”.

17. Limitations of Concept Testing
Concept Changes
There are often changes to the concept, and its positioning between the concept test and introduction.
It is therefore difficult to know if the changes affected the final outcome for the product or not
Environment Changes
There are also often changes in the marketplace (new competitors, preferences, etc.) as well as in the legal or
regulatory environment. These changes may also cause the introduction results to differ from the test result
Adoption vs Trial
Trial rates cannot be translated into adoption rates because adoption depends on satisfaction with the
actual product, and a concept test cannot measure this
Executional Difficulties are Common
A product with a number of variants may have just one variant tested as the concept. Extrapolation of
these results across all variants may be risky
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18. 18
Concept
Testing
Icons Slide

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22. 22
Mind Map
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25. 25
Quotes
– G.K. Chesterton
I owe my success to having listened respectfully
to the very best advice, and then going away and
doing the exact opposite.
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26. Venn
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27. Comparison
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Users Population
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28. Roadmap
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2016
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29. 29
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Email Address
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