concept testing examples

Special Event: The 3 steps of product concept testing, Poor test-and-learn execution has been known to hobble a companys fortunes for years to come.. Concept testing is different. The flow of your concept test survey ensures that audiences understand and buy into the survey theyre taking. Choose from our library of pre-built mazes to copy, customize, and share with your own users. Petra Odak, the Chief Marketing Officer, says, we were doing a mix of SEO-focused keywords and content based purely on our own experience with sales, marketing, and product development. Concept testing programs also lay the foundations for future benchmarks. Carefully consider the objectives of your concept testing to make sure the measures used will successfully answer your teams questions. The major components needed for a concept test: Components for detailed concept analysis evaluation. Thinking about a new pricing system? It can help you get others in your company behind your ideas. Improve productivity. Does this ad capture viewers/listeners attention? Its also different from brand testing, advertising, or marketing campaigns these promote the product or service when its near-complete or fully developed. We kept the interview script structured but also open at the end to allow participants to share any ideas and wishes they might have., We asked them more about the problem area and more about what their needs were, so we could capture that upfront., We asked them questions around their first impressions and if they could describe certain elements of the feature to us to make sure our language was industry standard and easy to understand., We asked questions about usability and the navigation around the feature as well., Since we were introducing a new way of ranking the authors into our product, we also asked them to explain the ranking back to us so we could see if they understood the ranking system., We asked questions around our visual elements to make sure it was beneficial there and it was providing an easier way to interpret the data., To get a better understanding of the value of the feature as we went, we asked how users would include it in their workflow., How would you rate the quality of our content on a scale from 1-5? While Ford conducted consumer polls, they failed to implement feedback and many of the touted new features were unreliable. When you have a big idea that you want to get right, it can save you a lot of time and money to concept test it before you bring it to the world. Since then, Grainne and her team have released two additional Leaderboards using the same structure. You may want to use the tool to compare lots of ideas in one survey and ask a long list of questions for each, to save time. XM Scientists and advisory consultants with demonstrative experience in your industry, Technology consultants, engineers, and program architects with deep platform expertise, Client service specialists who are obsessed with seeing you succeed. ", "Where have you found our blog? Does it effectively communicate the value your product or services have to offer? Having trouble finding the right people to take your survey? If this all sounds too time-consuming for your product testing project, our Product Concept Analysis solution can help you get feedback about your product concept, without having to design a complex survey. It helps you gain support for the concept at an early stage. Were glad you asked! Todoist were aware that lots of their customers were clamoring for the Boards feature. In this way, your target audience might vary as the product idea develops. This often involves determining the manufacturing quality of your product and understanding its ease of use. Concept testing is not a replacement for the ideation phase of a development cycle. This type of concept testing survey makes it easy for respondents to evaluate your ideas quickly, and weigh in with accurate opinions. The team set up 30-minute one-on-one calls with users who had requested this feature, who had been using this data in our tool (because it was available in other parts of the tool), and who'd been showing an interest in this data and understanding it more. Each user was introduced to one of the concepts Grainne and her team were considering on the call. Sharing your design concepts with people who will one day interact with them is a great way to see what a sample of your target population thinksand of course, make sure you get everything right. Solution: Avoid using technical jargon or acronyms that wont be immediately understood by your audience. Many of todays sophisticated survey solutions are based on expert methodology that allows you to upload visuals or stimuli of your product idea. Enter your business email. Please indicate that you are willing to receive marketing communications. To help you test brainstorm the right questions for testing either company or product names, check out our Name Testing Survey Template. This is also where an early adopter question is useful especially if you feel your new concept is ahead of its time or the market. NewsWhip was looking to launch a Top Authors Leaderboard feature with the expectation that other Leaderboard features could follow. As an example, say a marketing team holds a day-long brainstorming session to come up with ideas for an advertising campaign. Whether it's browsing, booking, flying, or staying, make every part of the travel experience unforgettable. biggest decline in Australias purchase and consumption of cigarettes in 20 years, 10% more expensive when a company has a bad reputation, employees to see if they both understand and incorporate your messaging into their day-to-day work as well. Monitor and improve every moment along the customer journey; Uncover areas of opportunity, automate actions, and drive critical organizational outcomes. We recommend splitting your analysis into two sections: Where qualitative analysis for open-ended questions has been captured, try parsing out common themes, strengths, and weaknesses. Here are some ideas to help beginners and pros get started with concept testing to collect data and insights on ideas before launch. Despite the importance they all place on testing, less than half of those we polled actually conduct concept tests. In addition, you can use images as survey answers, displaying them together to see which is preferred. They can cover lots of areas, including: Weve put together a step-by-step guide to help you create the best concept tests for your products and services. The insights are evidence that can make you feel empowered to act with authority. Then, develop upgrade tests to see if your new product line will result in a boost in sales. Then create a questionnaire that reveals what you want to learn about your idea. Learn how companies Todoist, NewsWhip, and Better Proposal used concept testing to test and validate the right ideas to move forward with. Its based on listening to the audiences views and exploring how viable the concept is for them without bias. Proving that an idea is popular with consumers can convince your team to pursue it. Find out if your messaging and claims resonate with your target audience quickly and effectively, with SurveyMonkey's Messaging and Claims Analysis. quality, value for money, durability, tastes, and so on, Whether the concept would be an addition or replacement, Awareness of substitute and complementing products, Likelihood of use in specified situations, Current use of similar / competing products. Uncover breakthrough insights. This method of testing can give your conversion rate optimization efforts a real boost. The product team decided that the aim of their concept testing was to figur[e] out how to focus on the key features that build a solid foundation for the future and make our users happy., In order to obtain the necessary insights, Alex and his team contacted people who have requested the feature in the past and interviewed 17 of them from our worldwide user base in 30-minute 1:1 sessions., The concept test helped Alex and his colleagues identify the most relevant usage patterns and were then able to prioritize specific requests regarding sections., The results from the test allowed them to roll out the Boards feature to a favorable reception from their customers. You can use an online panel to select a demographic that would be your ideal customer segment. With this in mind, their Product Designer Alex Muench says, We knew it was important to get the first version right so that [it] fits our product and users needs. Thats where concept testing came in. Related: How to name a company in 3 steps. By doing the right product research, youre checking that your assumptions about your customer are correct. Whether youre in the early stages of vetting new product ideas, or are deep into a product development cycle, you may want to consider testing your concept. 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If youre sorting the data by hand, use spreadsheet software like Microsoft Excel to begin to sort, filter, compare and pivot-chart your results. Improve product market fit. You can access this template for free, and begin using it immediately here. (Continue for each attribute). What do you think about this X attribute? Find out which features a product should include, and which ones add nothing to your bottom line. Here are a few examples: Need to understand how customers might respond to your new logo? Ensure a successful product launch with feedback from customers. Coors made a similar blunder when they attempted to enter the bottled water market in 1990. You may find more by testing more widely or trying again after some time. News, ideas, and insights on product research, Resources on UX/UI Design, Product Development, and more, A space for makers, creators, and innovators, Learn how to scale product research with advice from 30+ UX leaders, Creating an effective concept testing survey. This way, your target audience is clear about the focus of the survey and more likely to finish them. Here are some questions that a marketing professional might want to know the answers to before launching a campaign: The answers to these questions make it easy to choose a concept to go with, and they help hone the final product. Increase engagement. Qualify the respondent with a few suitability questions to make sure they fit your audience preference. If its negative, then it could mean that the target audience is not interested at this time, or they are not the right audience. With those at the ready, you can craft solutions that are data-informed and user-centred. When a team is confident, there is more support and willingness to go the extra mile for you. To help you brainstorm your survey questions, check out our survey-methodologist approved Logo Testing Survey Template. Does this ad stand out against my competitors ad? Overall results will give you a high-level view of which concepts performed the best. Comprehensive solutions for every health experience that matters. Webinar: XM for Continuous School Improvement, Blog: Selecting an Academic Research Platform, eBook: Experience Management in Healthcare, Webinar: It's Time to Modernize the Patient Experience, eBook: Designing a World-Class Digital CX Program, eBook: Essential Website Experience Playbook, Supermarket & Grocery Customer Experience, Article: Optimizing the Retail Customer Experience, Property & Casualty Insurance Customer Experience, eBook: Experience Leadership in Financial Services, Blog: Reducing Customer Churn for Banks and, Webinar: How to Drive Government Innovation, Blog: 5 Ways to Build Better Government with, eBook: Best Practices for B2B CX Management, Case Study: Solution for World Class Travel, Webinar: How Spirit Airlines is Improving the Guest, Blog: How to Create Better Experiences in the Hospitality Industry, News: Qualtrics in the Automotive Industry, X4: Market Research Breakthroughs at T-mobile, Qualtrics MasterSessions: Customer Experience, eBook: 16 Ways to Capture and Capitalize on, eBook: Rising to the Top With digital Customer Experience, Article: What is Digital Customer Experience Management & How to Improve It, Qualtrics MasterSessions: Products Innovators, Webinar: 5 ways to Transform your Contact Center, How concept testing fits into market research. Concept tests can easily be constructed once the researcher has determined the key components for the survey (which vary according to your purpose). Test any and every concept on your target market using SurveyMonkey Audience. An essential tool for product managers and executives, Three examples of successful concept tests, Concept testing common mistakes and how to rectify them, according to a 2019 product manager survey from Gartner, according to a Harvard Business School report, continue to engage with the same target audience, utilize research and insights from your audience(s) to make the right decisions, you look transparent and open to innovation. Find how why users do what they do when they visit your site. World-class advisory, implementation, and support services from industry experts and the XM Institute. It tells them what you offer, the benefits they can expect to receive, and can even elicit certain feelings. Once they refined their design, the product development team used concept testing again, making sure that we interpreted everything they said in their feedback and that we captured everything important to them.. Ensure you know how to product test new ideas correctly before they go to market with our essential guide to successful product concept testing. 20 min read Mistakes and do-overs are costly, so its important to utilize research and insights from your audience(s) to make the right decisions. Even if you explain this in the introduction, it could make your target audiences experience long, tiring, and confusing. They started concept testing in order to ensure the Top Authors Leaderboards success and pave the way for future Leaderboard iterations. Drive action across the organization. Assess if its unique, visually appealing, and considered high quality by your target audience with our Package Testing Survey Template. As a modern day example, BP (Britain-based oil and gas company) spent. All sorts of business challenges can be solved with the right type of testing. Start your free 30-day trial of DesignXM today. That looks like a personal email address. 2. Before you begin collecting feedback on your website, take a look at the questions from our Website Feedback Survey Template. Reach new audiences by unlocking insights hidden deep in experience data and operational data to create and deliver content audiences cant get enough of. You get their direct feedback on what they want, which might shed light on your blind spots. Experience iD is a connected, intelligent system for ALL your employee and customer experience profile data. With concept testing, you can test your ideas with customer segments and collect valuable insights into whether your product idea will be a winner or a flop. For example, the process of hiring becomes 10% more expensive when a company has a bad reputation, while the cost of retaining workers grows by more than 20%. And is it believable? It includes anything from product concepts to ad campaigns. Whats the concepts power to replace the current brand you purchase? Traditional market research requires audiences to choose from a companys predefined criteria to provide their feedback. Content describing our own experience with sales and marketing), Example 1: Todoist validated their new Boards feature, Example 2: NewsWhip rolled out a new Top Authors Leaderboard feature, Example 3: Better Proposals tested their blog strategy. Also, check out our survey methodologist-approved, Market Research Product Survey Template. Finding out which content the team should continue creating for their blog. Learn more about your testing options. Move beyond the numbers and hear from individuals directly. (Listicles and marketing type of content vs. While the first type of content brought in new visitors from organic search, the second type of content kept our existing readers coming back to our blog.. Heres what they told us: 72% of advertising professionals said its important to test an ad before its launched. Preparing is the biggest problem when launching new products, The concepts weaknesses (E.g. Its common for there to be several rounds of concept testing, allowing product managers to check in with target audiences and optimize the offering. ), Choose the right concept testing survey methodology, Choose the right survey components for your concept test, Choose the right flow for your concept test. Online surveys are a great way to test different creative concepts and designsto ultimately come up with a logo that best visually communicates your brand. Improve the entire student and staff experience. In 1957, Ford spent the equivalent of $3.1 billion on the car of the future, the Ford Edsel. Solution: Its important to respect the time and energy of the targeted audience. Concept testing provides the granularity and depth researchers, managers and leaders need to make the right choices. For one idea, use the Monadic approach, which goes into depth on a single idea. Based on its uses in the market, there are two main benefits of concept testing: 1. Solution: Where you want to widen your audience pool, consider translating the survey into the native language. If your plan for a product or service requires a lot of input from senior leaders or colleagues, providing them with a first look at evidence can speed up the process and show the potential of the work theyll be helping with. Integrations with the world's leading business software, and pre-built, expert-designed programs designed to turbocharge your XM program. It involves considering the methodology, components, and flow of your survey for maximum impact. Whether you want to test a single concept, or compare different concepts with an A/B test, taking the time to test before you execute can help you avoid mistakes, tailor products for potential customers, and arm you with data to sell your ideas throughout your company. The packaging and branding of Coors Rocky Mountain Spring Water were similar to Coors beer, which frightened many of Coors target demographic. Youre already facing several statistics that paint a grim picture of the reality of product launches: Under this pressure, you want to make sure your product connects with your customer before it goes to market. If a product concept doesnt work, invest in the ones that do make a difference. Use migration path tests to assess initial reactions, and spot the key features and benefits consumers are looking for. This makes the prospect of failure all the more scary. Its also a way to show good Experience Management. To find out, we went ahead and surveyed them directly. Free eBook: Introduction to Product Concept Testing. Whether you want to increase customer loyalty or boost brand perception, we're here for your success with everything from program design, to implementation, and fully managed services. But how do they really feel about it? Oops! Its an open learning process that goes both ways you can continue to engage with the same target audience to get their take on your product developments as they happen. Reduce cost to serve. In addition to this, you should include a broader sample to understand if and how your concept appeals to wider audiences you dont want to innovate for just your current customers. If youre using a turn-key system like the Qualtrics Concept Testing Tool, you can pre-assemble data together quickly into reports. Design experiences tailored to your citizens, constituents, internal customers and employees. Do you ever have ideas that youre confident will work but you cant get buy-in from your team? Using visuals, you can compare two concepts side by side, and get immediate feedback from potential customers on their preferences. Only 55% of all product launches take place on schedule, and 45% of product launches are delayed by at least one month. Here are a few customers that turned to Qualtrics with their concept testing issues, and heres how we helped them: When concept testing is done right, it saves a lot of time, money, and energy. Is the ad compelling enough to click on? And are they typically satisfied or dissatisfied with the value of products in your category? Check out one example of a concept testing survey below. Single Concept Evaluation (Monadic) Respondents complete a full evaluation of a single concept. Define target markets, measure brand awareness and grow your customer base. Tackle the hardest research challenges and deliver the results that matter with market research software for everyone from researchers to academics. Concept testing allows you to refine a product concept, ad campaign, new logo, or even a landing page by getting feedback directly from your target market. You can also widen your competitive advantage by improving your ability to write surveys. Run world-class research. Why is this an essential tool for product managers and senior executives? Is there unclear communication, low customer value, or an unmemorable product personality? The definition of concept testing is the process of getting an idea evaluated by your target audience before it becomes available to the public. As weve seen, concept testing is more than getting feedback using a Likert scale. You find out that there is no demand or interest for your product ideas with your target audience. Further probing questions might be: Would it help you to (do something more easily or better)? Measurement for the overall concept reaction, Concept need or relative improvement over the current method of doing things, Overall reaction to the concept (acceptability, desirability, interest), Likelihood to purchase or use the concept, Attribute list evaluation, e.g. Identify purchase dimensions: number of bottles, frequency of purchase, frequency of consumption in a day. Design the experiences people want next. The process of testing things on your target audience helps your team find out what works and what doesnt before deciding how to best move forward. They were bigger elements that we could iterate on, but they weren't part of our core value add there, she says. Will your messaging resonate with your target audience? 95% will share it with others, deterring prospects from purchasing your products or services. What are the benefits? Get a closer look at our pros and cons table below, here. For example: Ask about respondents buying response now. Which ad tends to grab the most eyeballs? Use product concept and usability tests to ensure your product meets customers expectations. Leaders have actionable insights to make the right decisions. What brands have you purchased (within the product class) in the past three months? Unfortunately, the consequences of pursuing a bad idea are often significant. Some brands have leveraged the testing process to make decisions that have tremendous payoffs. Individual results will let you dive into each concept and understand how they performed and why. Or, trying to figure out if your new logo communicates a benefit (like trust, innovation, or fun)? Don't want to create your own logo testing survey? End the survey by thanking the respondent. A concept testing survey helps teams evaluate product development, an ad campaign, or even a message or claim, by getting feedback from customer segments who make up the target market. Attract and retain talent. 1. Learn more about how SurveyMonkey's Logo Design Analysis makes it simple to get fast, impactful feedback about your logo designs. Most importantly, this essential, money-saving tool lets you know youre on the right track and gives you the insights you need to move forward with confidence. Planning to offer consumers an incentive for upgrading to a new product or service? Doing a concept testing project like the example above can take a lot of time but it ends up saving your organization time and money. And when youre ready to delve deeper, make sure to also read our comprehensive guide to concept testing. Solution: In advance, think about what youre measuring and how youll use that information when you get it. You may also want to share marketing and brand ideas now, as youve been thinking of them already. Meet the operating system for experience management. Some common mistakes when creating your concept tests are: You might choose to run a test to get your initial insights, but then you stop there. Acquire new customers. And do the people who click become customers soon after? Increase market share. For more information on concept testing methods and making an effective concept testing survey, read our eBook: Introduction to Product Concept Testing. Grainne says through these one-on-one interviews, her team was able to solidify their core values and eliminate friction: Concept testing really helped us to narrow down core values and narrow down on areas where we could make things a little easier for users. Or, as Odak puts it, we now write content both focused around specific SEO keywords and based on our own experience so we can get the best of both worlds., The benefits of concept testing are undeniable, and their usefulness persists throughout the product development process. Deliver breakthrough contact center experiences that reduce churn and drive unwavering loyalty from your customers. Decrease time to market. Over time, this helps your team focus on executing the best ideas while staying away from mistakes that leave a lasting impressionlike this. If you need help brainstorming, our Ad/Copy Testing Survey Template can help you ask the right questions. You explore the viability of a product or service with its target audience early on and improve its development from the feedback. This means creating your own test may be a big opportunity to get a leg up on the competition. Concept testing comes in a variety of formsfrom product concepts, ads, or potential names for your company/product.

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