Why utilize Concept ClaritySM for your concept testing?
When launching a new product or service, your business assumes a certain level of risk. Will your product fail miserably or be wildly successful? Could you have prevented failure or increased profitability? Infosurv’s Concept ClaritySM consists of concept testing packages that can help answer these questions and help you come to market with a proven strategy for success.
Our Concept ClaritySM packages are custom-tailored to your research problem and typically focus on three stages of the concept testing process: screening, optimization, and final assessment.
Concept Testing: Screening
During the Concept ClaritySM screening process, Infosurv focuses on the elimination of "losers" – those concepts that don’t have the consumer appeal or perceived uniqueness to continue on the developmental path. Generally, the screening process includes 20 to 100 different concepts or variations which share the same general target audience. Respondents view concepts in groups or 4-5 and rank each concept against other concepts displayed. Respondents are then asked to provide detailed responses for those concepts which were ranked most favorably.
Concept Testing : Optimization
The optimization phase is designed to maximize the potential of a new concept and further distinguish the most viable product candidates from a small set of concepts. Typically, concepts in this type of study have been deemed to have strong potential, either intuitively or through screening. These concepts would be evaluated monadically, by qualitative and quantitative elements to identify areas of strength and weakness. Concepts, or concept groups, are presented in a detailed, complete form and typically offer the same product, but emphasize different key elements of the overall idea. Competitive analysis components are also included in order to determine the concept’s potential relative to existing products in the market.
Concept Testing : Analysis
Infosurv utilizes discrete choice and/or TURF (Total Unduplicated Reach and Frequency) analysis to help bring to light the most significant findings from your data and estimate your concepts’ market potential. Additionally, Infosurv has developed Clarity ScoreSM, a mathematical model designed to measure concepts based on a variety of key attributes associated with existing, successful concepts. Clarity ScoreSM makes it easy to determine a concept’s potential for success by simultaneously evaluating key attributes such as purchase intent, overall appeal, and uniqueness.
Concept Testing : Final Assessment
Before going to market, every concept should receive a final assessment to confirm that it is poised for success. Concepts receiving a final assessment are typically market ready, and the full assessment simply helps determine the best marketing mix or optimum positioning for the concept. A monadic methodology is always used for this assessment and both qualitative and quantitative measures are included to help uncover unforeseen opportunities, strengths, and weaknesses. During this phase, concepts are often compared against benchmarks to estimate potential performance relative to existing products in the market. Discrete choice, TURF, and Clarity ScoreSM analysis are leveraged to maximize the value of your data and your concept’s potential as it is prepared for market entry.
Each Concept ClaritySM study includes our standard suite of project design, administration, and analysis services. For a more detailed explanation of these concept testing packages, or to learn how we can custom tailor a solution for your project, please contact us.
