Conduct concept testing: definition, types and forms, implementation.

Comparative concept testing, monadic concept testing and sequential-monadic concept testing. You can find out exactly what a concept test is and how you carry out concept tests in this blog article.

What is a concept test?

A concept test can be understood as the testing of an idea using scientific qualitative and quantitative survey and evaluation methods as part of market research. Here, consumers judge and evaluate this idea or product concept in an early phase of product development, in which the product has not yet exceeded the status of a concept or an idea. The further development of a product idea takes place after a positive evaluation of the concept by consumers and is rejected if there is a corresponding negative evaluation. In short, it's about evaluating consumer acceptance of a new product idea. Here, a product idea is developed and developed to such an extent that the benefits of the product can be presented and conveyed to participants in a concept test so that consumers can assess and evaluate this idea accordingly.

When conducting studies and tests as part of market research, it is important to choose the research method that best suits your goals and delivers the best results. When creating a survey to test a concept, product, or advertising campaign, there are different types and forms of methods you can use:

• comparative test
• monadic test
• sequential monadic test

Comparative concept test

In a comparative concept test, a group of test subjects or survey participants assess and evaluate two or more concepts and rank them or select the preferred concept.

Advantages of comparative concept testing

Comparison tests are quite simple to carry out and produce results that are easy to understand. There is a clear “winner” among the concepts because the test subjects or survey participants name the best concept for them and there is a clear ranking here.

Disadvantages of comparative concept testing

Although the results of a comparison test are easy to digest, they rarely provide any real context about the true appeal of a concept. There may be a specific detail or special features of an inferior concept that is attractive to the subjects or survey participants but cannot be evaluated individually because the concepts are evaluated as a whole.

Conducting a comparative concept test

Here you will find out how to carry out a comparative concept test with the market research platform QuestionPro.

→ carry out comparative concept testing

Monadic concept test

In a monadic concept test, subjects or survey participants are divided into several groups, with each group testing a specific concept.

Advantages of monadic concept testing

Because the subjects or survey participants only deal with a single concept, market researchers can gain deeper insights into individual features and details of a concept.

Disadvantages of monadic concept testing

One of the main disadvantages of comparative concept testing is that due to the division into groups and the focus of the subjects or survey participants on one concept each, more subjects have to be found, which affects the costs.

Conducting a monadic concept test

Here you will find out how to carry out a monadic concept test with the market research platform QuestionPro.

→ Conduct monadic concept testing

Sequential monadic concept testing

In a sequential monadic test, subjects or survey participants evaluate and judge two or more concepts independently of one another. The concepts are presented in a random order to avoid bias.

Advantages of sequential monadic concept testing

Because each subject or survey participant is shown at least two concepts, the required sample size decreases, making concept testing more cost-effective. Fewer respondents also means less time is needed to complete the survey and collect data. In addition, market researchers gain significantly more data on the respective concepts.

Disadvantages of sequential-monadic concept testing

Presenting multiple concepts at the same time makes the concept test more extensive for subjects or survey participants, which affects the survey completion rate and creates the risk of non-response or unmotivated response bias.

Conducting a sequential-monadic concept test

Here you will find out how to carry out a monadic concept test with the market research platform QuestionPro.

→ Conduct sequential-monadic concept testing

Protomonadic concept test

A protomonadic concept test involves a sequential monadic test followed by a comparison test. Here, study participants first evaluate several concepts and are then asked to choose the concept they prefer.

This design is useful to validate the results of sequential monadic concept testing. This checks whether the concept selected in the comparison test is compatible with the findings collected on the individual concepts.

Examples of concept testing use cases

Here are some of the most common use cases where concept testing can be used:

Product development

Concept testing is often used by companies to make decisions when developing new products. You can find out which features are important to customers and which ones should be left out. You can also get an idea of ​​what problems customers have with the existing features. With the help of usability testing and concept testing, you can determine customer expectations, make adjustments, and successfully bring your product to market.

Designing a new website or revising the current website

Redesigning your website's homepage can prove difficult. For most SaaS and eCommerce companies, the homepage is the first point of contact with potential customers. That's why you need to do everything right when redesigning your website. Concept testing allows you to present your designs to the customers who interact with them and get a clear picture of what they feel. Using these results, you can iron out design flaws and prepare for a perfect start.

→ Web Experience Management Concept Test

Testing a new logo

Your logo is an important part of your company's brand. In most cases, it is the first thing customers learn about your company. That's why when designing a new logo, it's important to know how customers will react to the new design and how it visually conveys your brand. Concept testing is a great way to test different designs and develop a logo that will resonate with your customers.

Offers and pricing

Concept testing is useful when you want to offer discounts on a new product or introduce an entirely new pricing structure. It's important to test your customers' initial reaction and identify the features and benefits that will delight them. You can do a concept test on your upgrade pages or discount offers to see if your customers are interested. You can use monadic test design to conduct your pricing research.

Ad testing

It's common practice to test ads, banners, and images on websites to determine the best possible combination. Concept testing can reveal which ad gets the most attention or converts the most. Since the feedback comes directly from consumers, you can be confident in the validity of the results and plan your advertising and marketing strategy accordingly.

Examples of good concept tests from innovative companies

There are many examples of outstanding concept tests, a selection of which we would like to present to you here.

Tesla: Raise capital through concept testing

Tesla launched its Model 2017 in 3 and made headlines around the world. Tesla used a unique launch strategy by using concept testing to gain customer buy-in and raise capital. The Model 3 concept was presented to the participants. Once they were familiar with the various features and benefits of the car, they had the option to make a down payment. This strategy was a huge success and Tesla was able to raise $400 million. So by using concept testing, Tesla gained invaluable feedback from customers and the financial resources to proceed with the launch.

Lego and the target group of girls

Lego has always had difficulty selling its products to the female target group. Despite our best efforts, only 9% of toys were purchased by young girls. To change this, Lego decided to make significant investments in conducting concept testing and market research over an extended period of time. The main aim of this research was to understand the gaming habits of young girls. It turned out that girls prefer to build entire environments rather than individual structures. Also, the girls focused more on the interior design and details of the structures. Based on these findings from the concept test, Lego decided to design a whole new product range tailored to the female target group - Lego Friends. This series was launched in 2012 and tripled the value of construction toys for girls from $300 million to $900 million in 2014.

Yamaha: Make important product decisions with simple concept test surveys

Yamaha is one of the largest musical instrument manufacturers in the world. When developing the Yamaha Montage keyboard, the company faced the question of whether to use buttons or sliders. Therefore, the company decided to conduct a concept test among customers to determine their preferences. After receiving over 400 responses from musicians around the world, they were ready to make their decision. What could have been discussed internally for weeks was resolved within a day.

NASCAR: Event format validated with concept testing

NASCAR decided to change the format of its most important race in 2017. They wanted to gather feedback about viewers' experiences after the change. This project was critical because the revenue NASCAR generates through advertising is directly dependent on viewership. NASCAR conducted a concept testing and research study with over 200 superfans to determine their experiences, thoughts and reactions to the events and advertising. This study helped NASCAR validate their new format. In addition, important insights were gained that made it possible to successfully introduce the new racing format.

As you can see, from products to commercials, it's crucial to test your concepts with the target audience to understand what works and what doesn't before you start launching. The ability to understand your customers’ perspective is more important now than ever. Concept testing can help you improve your product development and marketing strategies, reduce the time it takes to market and market your product, and keep your customers happy.

Conduct your own research studies and manage concept testing efficiently with QuestionPro.

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