Concept testing
Concept testing evaluates the target audience’s reaction to a product, service or idea before launch, to minimise the risk of failure.
Launching blind is expensive. We validate your concept with your real audience before you invest in production and communication.
What is it?
Concept testing evaluates the target audience’s reaction to a product, service or idea before launch, measuring appeal, comprehension and purchase intent.
What is it for?
It helps you validate (or discard) a concept before investing in development and communication, minimising the risk of failure.
What we evaluate
- Appeal and comprehension of the concept.
- Purchase intent and perceived price.
- Strengths and barriers to improve.
What we validate in a concept test
Before investing in production and communication, we check that the concept connects with your audience.
- Appeal: is the idea interesting and liked?
- Comprehension: is the offer understood?
- Credibility: is the promise believable?
- Purchase intent and the price people would be willing to pay.
- Differentiation versus existing alternatives.
Test designs: monadic, sequential or comparative
Depending on the objective, we choose the right design. In a monadic test each person evaluates a single concept, avoiding comparison bias; in a comparative test several alternatives are rated to pick the best; and a sequential design combines both. We apply testing not only to products and services but also to naming, packaging, campaigns and new features.
When to engage it
- Before launching a new product or service.
- When choosing between ideas or variants.
- Before a major communication campaign.
Which questions it answers
- ? Is my concept liked and understood?
- ? Would my audience buy it, and at what price?
- ? Which version performs best?
Why ENET Consulting
We turn audience reaction into well-founded go / no-go decisions.
Frequently asked questions
When should you run a concept test?+
Before investing in the development or launch of a product, service or campaign, to confirm it resonates with the audience.
How many concepts can I test at once?+
It depends on the design. In a comparative test we usually evaluate 2 to 5 alternatives; for more, a monadic design is preferable so each concept is judged without interference.
Is it useful to validate a name or packaging?+
Yes. Concept testing applies equally to naming, packaging, campaigns and new features, not only to complete products.
How long does a concept test take?+
It usually takes 2-4 weeks. Being a focused study, it is one of the fastest, most cost-effective ways to reduce risk before a launch.
Launching something new? Validate it first with your audience.
First consultation free and with no obligation.