What is concept testing and development?
Concept testing surveys evaluate whether target consumers are likely to accept your new campaign concept.
Concept testing can help to ground your visionary ideas in practical reality, quantify the likelihood for success and optimise your go-to-market strategy before you launch.
Why should I do concept testing?
The main goal of any concept test is to establish the level of fit between the idea you’re testing and the market. Testing your ideas before developing them prevents wasting time and money on something that won’t be successful!
When should I do concept testing?
The simple answer to ‘when should we concept test?’ is ‘iteratively’. An iterative approach to concept testing dramatically reduces risk and optimises the final output. Here are just some examples of instances throughout the development process you should concept tests:
To help identify key markets by highlighting gaps within the population, where consumers are underserved and to whom your concept is appealing.
Assessing product-market fit, during which you compare concept options.
Tests should also be used during the development stage to keep a finger on the pulse of the key consumers, assure the product features meet their needs and that the market isn’t shifting significantly away from a demand for the product currently in development.
Finally, concept tests should be used to optimise the positioning of the final product, including pricing, the packaging preferences, advertising copy, visual merchandising and so on.
How do I start testing my concepts with Attest?
Simply log in to the platform and being by creating a new survey!
Attest makes it very easy to run your tests iteratively. You can duplicate each survey and schedule surveys up to 6 months in advance. You can even set up exclusive audiences, so the same respondents won’t be able to answer two (or more) of your concept tests. Or you can use the randomising questions or groups feature to display several concepts in a single survey (sequential testing) without introducing order bias to your results.
If you have anymore questions, please don’t hesitate to get in touch with our Client Experience team!