Some new products and services are groundbreaking, successful and quickly become integral parts of our lives. Others aren’t. Numerous studies have shown that as many as 80% of new product launches fail each year. If you or your clients have an idea for a new product or service, make sure there is market demand before you get in too deep. A small investment in quantitative research early in your exploration could save significant expense in the future.
In this blog post, we highlight the basics of concept testing – including what it is, study design and best practices. To learn more about Lab42’s approach to concept testing, you can download our full whitepaper below.
WHAT IS CONCEPT TESTING?
A Concept Test is a research strategy designed to assess the market viability of a new product or service. It will help you determine how appealing the concept is, how likely consumers are to buy or use it, and to identify areas for further optimization.
Lab42 uses a very straightforward process for testing concepts. After screening for the appropriate audience, qualified respondents are exposed to the un-priced concept and asked a battery of questions to assess its appeal, effectiveness and potential customer motivation. In addition to our standard set of concept test questions, we can also add additional modules that will allow you to understand the appeal of specific features of the concept and determine the acceptable price ranges for the product or service. We finish the survey by asking respondents for their demographic information, which will allow us to analyze the aggregate data along these demographic points. Continue reading this post…