After detecting a new product idea or service, it should then be explored.
The concept test is one of the tools of this exploration, it determines whether this idea is acceptable to the targets.
Questions asked during this process include:
- Does this new idea correspond to an expectation?
- What would be the most receptive target?
- At what price?
The main advantage of this test consists of substantial savings:
If the idea does not interest enough consumers, the development of the product will not be launched thus avoiding wasted investment.
The main objectives of a concept test are:
- assess the value of a product idea
- understand the reasons for this interest / disinterest
- define the modifications and additions
- study the most efficient modes of distribution and communication
- define the more relevant business models
To meet these objectives, two types of concept test can be used:
- qualitative concept test
After a brief presentation of the idea, the interviewees give their opinion:
I like / I don’t like Why? What would it take for you to buy the product?
This is to understand the purchasing behavior, purchasing motivations / brakes, used to transform the product idea into a more successful concept.
The collection of information can be done through round tables, face-to-face interviews, in-depth telephone interviews and by internet.
- quantitative concept test
This must be achieved on the basis of a successful concept, often after a qualitative phase and at a time when many options are open.
The quantitative phase allows testing hypotheses from a representative sample of the population. The numerical results can be extrapolated to the entire population.
Data collection is mostly done through telephone interviews and Internet.