4 steps to clearer concept testing results

Launching a new product or revamping an existing one can be intimidating. There’s a lot of time, money, and risk involved in bringing something new to the table. So before you move forward, you want to make sure you're getting the most out of your concept testing results and that your product resonates with your brand and ideal audience.

That’s where concept testing comes in.

When done properly, concept testing can provide you with the answers to a number of questions about your end consumer: Do they understand how this product can be used? Is the product’s packaging helping or hurting their experience of the product? What message will intrigue them? Or even, what are they willing to pay?

From finding the right approach for screening early-stage ideas to identifying key dimensions for your product’s success, there are a few key points that brands need to understand about concept testing. In this article, we’ll discuss the four must-have elements to a best-in-class concept testing process.

Nowadays, everything is moving faster than it was the day before. But that’s not how it’s always been. Companies used to take several months, in the case of consumer packaged goods (CPG), or several years, in the case of pharmaceuticals, to stage and test a product.

However, in today’s world, agile principles paired with more flexible manufacturing systems has translated to much shorter product development cycles. What once took two years can now take only two months.

So how does this affect your process? Essentially, you need to be prepared for a faster turnaround.

Things are always going to move faster, so stand at the ready to bring the product into the testing phase as soon as you get the green light. And of course, be prepared to share those results with the team. What appealed to consumers? What didn’t? Did the price point deter them from the product? Did the name of the product perk their ears? Paint the full picture.

It will carry a lot of weight for the team to know you are ready to meet them at the start line. Why? Because they need the consumer insight you obtain to move forward. You are the key to the conversations and thoughts of consumers. Maximize the relationship with product development, and you’ll maximize your concept testing results.

The reality is, the majority of products fail because one of the testing stages was either not completed or the result not fully listened to. But in addition to making sure you’re listening to the consumer, you should also ensure you are formulating an appropriate testing process for product development.

As a matter of fact, there are a few classic examples of new products that were tested badly — notably, the fax machine.

Tested in London during the 80’s, the fax machine failed to capture initial interest and was predicted to be a commercial failure. Had test participants been able to understand and assess the utilization of the product — the value of sending documents in seconds, as opposed to hours or days — the results would have been vastly different.

Your takeaway? Make sure when testing your concepts that you aren’t simply ticking off the boxes. Take a moment to think about what makes sense for your particular product. Are the tests showcasing its true benefits? Are you asking the right questions? Be strategic about how you present the product to consumers and be clear about the benefits it provides to your audience.

If you’re thinking strategically, you should also have methodology on mind.

The market research industry has come a long way from the false flop of the fax machine. Nowadays, you can implement validated concept testing methods that go beyond the mere likelihood of success to specific elements. In today's world, you can also access the demographic and psychographic profiling of likely purchasers, media budget for your required level of penetration, line combinations, and more.

But the key thing to remember is that you need to pick the right methodology for your stage of concept development. For example, if you’re in the early stages, it makes sense to test for more gut and emotional (System 1) responses to your product before you start testing for price optimization.

If you have a well thought out strategy that’s also aligned with the proper methodology, chances are, you’ll be getting the most out of your concept testing results.

For all the innovators out there, let’s end on a disruptive note.

When it comes to disruptive products, the reality is, they do tend to be harder to research than an incremental innovation. These are the types of products that sit outside the majority of your industry’s volume and don’t feel well-suited to your standard tools and procedures.

The more revolutionary a product, the harder it becomes for consumers to include it in their world. In these cases, it can be helpful to proceed with ethnographic insight — human and cultural responses — and focus not just on the form but on the utilization of the new product (like our fax machine example above).

So if you’re looking to bring something new to the world, be clear about what the product will provide consumers, and why it’s different. This can be presented in a number of different ways (which you can certainly test out), but be sure those benefits ring true — especially if you’re breaking new ground.

Like we said before, launching a new product can be tough — but it can be just as difficult to make sure you’re testing it properly. While we only covered four necessary approaches for you to consider today, there are certainly more ways to optimize this process further.

Keep in mind: by taking the right steps and using the right tools, you can not only get clearer concept testing results, but also better leverage the insights you are able to obtain — improving the process overall.

To learn more about how Zappi helps leading brands carry out fast and effective concept testing for new product development and advertising, click here.