Concept Testing
Product and positioning Concept Testing provides insight into how a product, service, or branding can cut through competitors’ offerings to fit consumers’ needs and desires.
Thorough and strategic testing of proposed concepts will ensure success by identifying consumers’ rationale for specific likes and dislikes.
There are many ways to accomplish a concept test―monadic testing, paired comparison, proto-monadic evaluation, concept screening, and so on―but not all techniques are applicable in every situation. W5 builds a custom approach based on the number of concepts, depth of presentation, selected audiences, and needs for comparative insight.
The short-term, relatively nominal investment associated with Concept Testing provides long-term benefits as well as time and cost savings that far outweigh the effort and cost associated with developing and introducing product or messaging that has not been tested, and may ultimately fail, creating a perpetual cycle of “back to the drawing board.”
—Amy R. Castelda, W5 Partner
A strategically designed research study will reveal resonant winners and relative losers and can help you:
Understand perceived benefits and shortcomings of each concept
Determine which concepts should be developed and refined and which to leave behind
Identify areas of improvement to integrate into an optimized offering
Connect with us to learn more about W5’s Concept Testing capabilities and how we can support your team.
Explore
A consumer goods company partnered with W5 to meet the increased demand of to-go customer options during the pandemic and collaborate with consumers to create new product ideas.
See the case study here.
Concept testing is more than just a gut check—a strategically designed concept testing study will reveal winners and losers and highlight opportunities for refinement.