Things to Consider When Testing a New Concept

It’s important to test new product concepts before beginning production and bringing them to market. This will help reduce the chances of failure and prevent your brand from being damaged. 

While there are many ways to test product concepts, there are a few things to keep in mind. Here are four things to consider when testing a new concept.

1. Target the Right Demographic

When testing a product concept, it is important to make sure that you’re targeting the correct demographic. If you don’t, then your data will be practically useless. This applies to pretty much all forms of testing such as running online surveys or doing a product report card.

Demographic segmentation can also be a big help when testing product concepts. This is because a new product may only appeal to a certain segment of your demo. If this is the case, you’ll find out very quickly when testing the concept. 

Segmentation will not only give you valuable data on how to market your new product and to whom but also how many units you should produce at any given time.

2. Forgetting Your Branding

Something easy to forget when engaging in product concept testing is the fact that many people will prefer one product over another if it is a certain brand. Taking your branding into account when testing can be difficult since you won’t have any marketing in place for your product yet since it is still in the conceptualization phase. 

However, this can be worked around somewhat by making sure that the people reviewing your product concept know what brand they’re dealing with.

On the other hand, there can be value in doing product concept testing without a focus on your brand. This can give you a good idea of what consumers want without brand preferences influencing their choices. This can open new doors and allow you to steer your product line in new directions.

3. Use Conjoint Analysis

It can also be easy to forget how big of a role a product’s features play when testing new product concepts. This can lead to an “all or nothing” mentality when in reality your target audience may like certain features of a new concept while disliking others. Keep this in mind as you test concepts and improve upon them.

Conjoint analysis is a method of testing that allows product developers to gauge how much value consumers place on each of the features of a new concept. This can be done using surveys that allow participants to rank the features of a hypothetical concept in order of importance. 

This will create actionable insights that will guide product development. It can also lead to the creation of brand new concepts that better fulfill your demographic’s needs.

4. Choosing the Right Survey Method

Since surveys are a popular method of product concept testing, it is important to understand that different types can be used. The two most common are:

Single – A survey regarding a single product concept.

Multiple – A survey that presents multiple concepts.

The advantage of running a single concept survey is that it allows you to gauge your demographic’s response to a new product concept in a relative vacuum. This can give you detailed results of what they like and don’t like without bias.

On the other hand, running a survey presenting multiple concepts can help you to narrow down your focus to one or two winners. It can also help you to understand which features your demographic wants the most. This being the case, you may even consider taking features from one concept and adding them to another to make a better product.

Research Done Right

Faulty research leads to faulty products. This can harm your brand for years to come making it critical that your new concept testing is both methodical and precise. It is also important that you’re able to correctly interpret the data that you gather. 

For example, just because your demographic likes one concept over another in a survey that compares multiple concepts doesn’t mean that they’d be eager to purchase it in real life. Small details such as this can have huge results when releasing a new product.

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