Brand and marketing
Concept testing research
Test product, package, name and communication ideas with your target audience before launch and choose the strongest one.
Send a briefTesting a new product, package, name or campaign idea with the target audience before launch is the single best way to reduce investment risk. An idea that looks strong internally may be unclear or unappealing to consumers.
We present alternative ideas under identical conditions and compare them on clarity, credibility, distinctiveness and purchase intent. The qualitative phase shows how ideas can be improved; the quantitative phase shows which one will perform best.
Questions this research answers
- Which concept is most appealing?
- Is it understood and believed?
- What is the purchase intent and expected price?
- How can the name, pack or message be improved?
- Which audience responds best?
Methods we use
Monadic and comparative concept tests
Pack and name tests
Price sensitivity analysis
Focus groups
Online (CAWI) tests
What you receive
- Concept scorecards
- Strengths and weaknesses
- Improvement suggestions
- Winning concept with rationale
Frequently asked questions
Usually 2 to 6; more concepts require a larger sample.
Yes, with written concept boards or simple sketches at an early stage.
Price sensitivity questions can be added to define the expected price range.
Let’s design the right study for your question.
Tell us briefly what you need; we reply within one business day.