When your company is developing a new product or a product update, whether it’s an incremental change or a revolutionary idea, it is important to understand how your audience will react to its introduction. Obviously, some product development efforts require significant feedback on many iterations of a particular product prior to their launch.
From a big picture perspective, concept testing research should examine your concept’s relationship to its target audience and, if different, to its market at large. At Actionable Research, we believe that a comprehensive product test is something that should be well-designed, involving the evaluation of audience, behaviors, the attributes that describe your product’s value and the product overall in context. Doing this process correctly is preparation for success.
Concept testing involves several steps, including determining the target audience for the research, understanding any notable segmentations of the audience based on usage, buying behaviors and/or attitudes, and the application of question methods that allow a clear determination of product appeal.
Prior to the application of the test itself, Actionable Research will screen surveyees or interviewees to ensure they are indeed members of the target audience and are profiled based on a number of other dimensions, as appropriate for any particular product or service. These categories include:
Actionable Research has a strategically designed process to test concepts, which offers insights into the urgency of the problem being solved, the degree to which the product is a fit for the problem, the rate of adoption that can be expected for the product, and the impact on the market; that is, how current product usage will be affected by the presence of the new product in the marketplace.
As can be imagined, there are different approaches that can be used to evaluate a concept and its underlying attributes and value, and their use is based on the stage of product development and the goals of the evaluation. Actionable may recommend methodologies such as Conjoint Analysis, MaxDiff, System One, Van Westendorp, Gabor-Granger price wheel, or others.
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