Concept Testing

Concept and Product Testing Research Vision One

Concept Testing

NPD Research Specialists

Fast and reliable Concept Testing made easy

We offer a full range of concept screening and concept testing techniques and have extensive experience in both consumer and B2B markets. For example, this includes food and drink, FMCG, technology, travel and financial services.

Concept Testing IdeaProbe

Vision One's Concept Testing research IdeaProbe incorporates new System 1 thinking by focusing on emotion decision-making within short time frames. In addition, our testing includes the following two options:

  1. Firstly, Concept Screening – This is where a broad range of concepts are tested in order to find the best ideas to take forward (we refer to this as IdeaProbe Lite).
  2. Secondly, Concept Testing – This is a full concept evaluation test where one or more concepts are presented on their own (monadically) to avoid bias caused by order effects.

Product & Concept Testing Services

  • Central Location Tests (CLT) or Hall Tests
  • In-home placement (Home Use Tests)
  • Preference mapping and drivers of liking
  • Online qualitative and focus groups to develop/refine ideas
  • Consumer language development (Repertory Grid)
  • Concept testing and optimisation
  • Simulated test markets
  • Multi-country testing

UK's Best Market Research Agency 2020

Vision One's Concept Testing research IdeaProbe incorporates new System 1 thinking by focusing on emotion decision-making within short time frames. In addition, the key benefits of our approach are:

  1. Concept tests can provide a range of important indicators for your concept. From appeal and interest, perceived features and benefits to price perceptions and even sales potential.
  2. Identifying low-potential product ideas is a massive benefit of concept testing and can avoid wasting a great deal of time and money on an idea on an embarrassing flop.
  3. To identify who likes the concept the most and who is likely to be an early adopter. This is important to help ensure marketing is correctly focused.
  4. Understanding what people value about your concept and the features and benefits that appeal. This can guide future development and/or highlight the most important benefits to communicate at launch.
  5. Perhaps a less obvious benefit of concept testing is that it can actually help to develop the idea further to ensure it is better suited to the target market. Running a quick concept test will not only tell you if the idea has potential but where it might need improvement.

Clients Examples

We have worked with some amazing clients developing potential concepts and products, below are just a few of those brands;

Heineken Vision One

Another Round?

Testing new designs for Heineken’s latest counter mount

The Good Whey Vision One

Journey To Better Health

Optimising packaging and brand communications for a healthier future

Hormel Vision One

Going Nuts

Developing the Brand Equity for the Skippy Peanut Butter brand

Dr Beckmann Vision One

Washing Machines Need Love!

Developing and refining a new and successful laundry care product for European markets

Holts Vision one

Wash ‘N Shine

Measuring how Simoniz Car Care products outshine the competition

Lindt Vision One

Pure Indulgence

Developing scrumptious new product ideas for the UK Chocolate Consumer

Benefits of IdeaProbe

Over the years we have developed a database of ‘norms’ against which concept tests can be evaluated which allows us to understand how best to interpret the results. However, unlike some concept testing companies, we ensure the evaluation compares like with like.

Our Concept Tests often include pricing evaluations to help understand the optimal price points for the new concept. Often this process involves established pricing models such as BPTO (Brand Price Trade-Off) or the Price Sensitivity Meter by Van Westerdorp, or by playing purchasing ‘games’ with respondents – providing broad brush volumetric estimates

Central Location Testing

With central location testing (CLT) facilities across the UK, we are one of just a few specialists product testing companies to have our own field force. IdeaProbe is designed to inform the development of new products by understanding customer reactions in order to help optimise products and services. Our advanced market research techniques allow us to also measure the potential demand for new products with confidence.

Please drop us a line to discover more about our product and concept testing services.