Concept

Testing

Concept testing for new product or service launch.

With concept testing you not only validate your best product ideas but you can also

  • identify which product or service offers the best market opportunities and which will squander valuable R&D efforts.

  • understand concept effectiveness

  • identify concept strengths or weaknesses

  • align concept ideas with your brand

With Abacus Research we make concept testing easy.

Firstly, we capture crucial insights about your idea concepts.

We are platform and method neutral so will recommend the tools best for the job which will ensure you find the right insights for successful products. We also explore your users and help you understand their needs.

Examples include :

  • Needs Assessment Studies

  • Light Ethnography Mobile Studies

  • Exploratory Website Studies

 

Secondly, we take the guesswork out of the results.

This helps you understand at a glance which ideas are winners with results delivered both statistically and via data visualisation. You can view your concept results side-by-side and dive deep into the strengths and weaknesses to highlight strengths or address issues well ahead of market release.

Examples include:

  • Preference Studies

  • Single Page Concept Studies

  • Prototype Evaluation Studies

Thirdly, we can reveal hidden product differentiation and pitfalls

Our concept testing will bring a new perspective to product evaluations, often shedding light on new opportunities or roadblocks. Open text analysis helps you get to the heart of key topics and sentiment to learn which changes are success-critical and which are simply nice to have.

Examples of New Product and Concept Testing Projects completed include:

Retail - new product pre-launch for Summer season research showed the target market did not see the product as relevant to them. It also created a negative brand association due to its underlying stereotype bias which had not been identified previously. This result perfectly demonstrated the need to revisit a target market as their exposure to different trends and awareness changes over time as does relevancy. Using both surveys and in depth moderated interviews comparing brand saliency and exposure to market trends "in conversation", the data created a deeper understanding of the current brand market position and also identified a potential gap in the market currenlty filled by a small competitor.

Finance - new service at concept stage revealed conflicting results in small scale survey testing that was completed internally. JTBD methodology (Jobs to be done) was undertaken over a 3 month period to track and monitor both short and long term responses to the new service which went beyond a single interview as it allowed the concept to be reviewed over a series of weeks instead of just a moment in time response. This approach revealed a deep seated sceptisism over the underlying objective of the service and deep negative associations from the target market. Although a different potential target market was identified during the research, the market size and growth potential of that segment was analysed further and was not a viable economic proposition for the business. Another great example of needing to think beyond a simple survey and pursuing an understanding of the market and service offered when the data initially did not make sense.

E-Commerce - new website launch failed on all its targets within the first week and research was undertaken to try and understand why. Despite early remote moderated interviews completed internally by the company as the website was built and tested in an agile approach, once the whole piece was locked together, customer journeys did not follow the expected path. Exit rates were at 75% and cart abandonment was almost at 100%. A research plan was devised and remote moderated interviews were undertaken using the talk and touch approach where tasks were undertaken and the researcher watched and listend to the participant as they tried to deliver the task. This created a batch of free text scripts which are notoriously difficult to interpret. However as Abacus specialises in mixed methods (quant and qual) data interpretation) the scripts were coded and interpreted which created easy to understand meaning around where the website journey did not match the visitors thought process. The website fix took 2 weeks and after re-launch saw a 400% increase in cart sales.