Concept testing is a critical part of the npd process and uses both quantitative and qualitative research methods to evaluate consumer responses to a product idea or proposition. Most commonly focus groups are used at an early development stage whilst quantitative online or face to face methods are used for final testing stages.
Vision One’s IdeaProbe is a proven quantitative testing tool that has been designed for concept testing new products over the past 15 years and is ideally suited fast moving consumer goods (fmcg) and consumer facing brands.
IdeaProbe can be applied to two key areas:
- Concept Evaluation tests – This is a full concept evaluation test where one or more concepts are presented singly or in a sequence
- 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.)
NB For more refined product and package testing please refer to PackProbe.
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.