Do you want to know, What is Concept Testing in New Product Development. So keep reading this post today. Because I will tell you complete information about it. So let’s get started.
As you all know, Whenever we are about to launch a product in the market, So we have to do all its testing, Like concept testing has to be done. So that our product can become very popular in the market.
That is why before launching your product in the market, you should do all kinds of testing so that you and your company do not face any problem later.
So if you also really want to know about What Is Concept Testing, then let’s know about it immediately.
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What Is Concept Testing In New Product Development!
When it comes to evaluating new package concepts or designs, the best research and the most useful insights must begin with successful package testing. Below we have listed a few important tips for testing a new or concept package.
1. Include all partners in the methodology and design
Many clients are hesitant to share their ideas, and it’s understandable. In today’s highly competitive consumer market, giving away too much information could tilt the scales in favor of a competitor’s brand or business.
However, history has shown that any partners involved in the research design can provide vital direction to the overall success of a project.
Experienced individuals have encountered field research situations and may educate retail, brand, and product managers of aspects of the test that they may not have considered. A good field technician understands the necessity of consistency, how to deal with Recruiting process and administering tests to respondents, and how to eliminate bias that may be introduced when testing in a real store or a mock-store environment, despite not being a design expert.
If at all possible, send digital photographs of the new or idea packages to everyone involved in the study so that they are aware of the test designs before they continue.
2. Test packaging monadically
Our advice is to test packing one at a time. This avoids bias/influence because the respondent only sees/rates one pack, but it also allows for more thorough information per pack and a better knowledge of how consumers would react if it were the final positioning. If packs are identical to one another, monadic testing can assist avoid confusion.
3. Use a heatmap tool within your survey
We also propose that you use a heatmap tool in your survey. You ask the respondent to click on the portions of the pack that strikes out to them, that they like, dislike, find perplexing, or that they don’t believe are genuine. This will point you in the right way if there are any issues. You may then re-test them cost-effectively and swiftly if you need to adjust the position of pieces within the pack.
4. Go for visual stimulus test
Pack testing requires a visual stimulus with the highest possible resolution to simulate how it will appear on a shelf in real life. To give each item an equal chance of being scored honestly and without bias the outcome, each pack should have consistent image quality and size.
5. Script your instructions
Having a script for interviewers to follow when giving shopping instructions to respondents taking the package test is ideal to ensure that testing settings remain consistent. While some flexibility in the instructions is necessary for consumer performance (and further clarification should be provided as needed), maintaining consistency allows for better confidence in the study results.
6. Document everything
Make sure all suppliers have adequate documentation of what is being tested, what packages are being tested and what they should look like, and other critical issues to pay attention to before arriving in the field for the package test. Any information available to the field and analytic teams before the test will considerably improve the outcome.
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