5 Tips For Conducting Effective Concept Tests

Conducting concept tests is a key step in developing a new product.

By definition, a concept test is “a qualitative research method used to evaluate consumer reaction to a new product concept before it is introduced to the marketplace.”

In order to get the most out of your concept tests, there are a few key things to keep in mind.

Here are 5 tips for conducting effective concept tests:

1. Define your objectives

2. Select your test participants

3. Draft your test scenarios

4. Choose the right method for data collection

5. Analyze your results

Keep these tips in mind the next time you need to conduct a concept test and you’ll be sure to get valuable feedback that will help improve your product.

Tips For Conducting Effective Concept Tests

Keep your concept tests short and to the point. You want to test a specific concept, not the entirety of your product.

Make sure your questions are clear and concise. You want to avoid any ambiguity that could lead to incorrect results.

Recruit participants that are representative of your target market. You want to test your concept with those who are most likely to use it.

Use both qualitative and quantitative data. Qualitative data will give you insights into why participants responded the way they did, while quantitative data will give you hard numbers to work with.

Be prepared to iterate. Concept testing is an ongoing process, and you should be constantly refining your concept based on feedback.

How To Get The Most Out Of Your Concept Tests

Here are 5 tips for getting the most out of your concept tests:

1. Be clear about what you want to test

Before you start your concept test, you need to be clear about what you want to test. What are you trying to learn? What are your goals? Once you know this, you can develop your test questions and materials accordingly.

2. Choose the right participants

Who you choose to participate in your concept test can make a big difference. Make sure to select participants who are representative of your target audience.

If you’re testing a product for families, for example, you’ll want to include parents and children in your test.

3. Make it easy to participate

You want your concept test to be easy and convenient for participants, or you risk losing them. Make sure the test is brief, and that it can be done entirely online or in person.

4. Provide incentives

Incentives can be a great way to motivate people to participate in your concept test. Offering a discount on the product being tested, for example, can be a powerful incentive.

5. Follow up with participants

After your concept test is complete, be sure to follow up with participants

5 Ways To Improve Your Concept Testing Process

1. Get more people involved

The more people you have testing your concept, the better. This will give you a more diverse range of feedback and opinions to work with.

2. Be specific

When you’re asking for feedback, be as specific as possible. This will help people understand what you’re looking for and give you more targeted feedback.

3. Be open to feedback

When you receive feedback, be open to it. Even if it’s not what you were hoping for, it can still be helpful in making your concept better.

4. Iterate

Based on the feedback you receive, make changes to your concept. This can be anything from small tweaks to major overhauls.

5. Test again

After you’ve made changes to your concept, test it again. This will help you see how effective your changes were and if there are any other areas that need improvement.

BONUS TIP:

If you want to make sure your next product launch is a success, don’t overlook the importance of conducting effective concept tests. Poll the People offers a free signup to test your product concepts with real consumers, so you can get the insights you need to make your product a hit.