Concept Testing
through all phases of development
We are well-equipped to help our clients test new product and service concepts from early brainstorming and idea generation through to final product optimization.
Utilizing both our qualitative and quantitative tool sets, we partner with our clients to support their innovation processes.
Initial qualitative assessment
Traditional and online focus groups & bulletin boards, diary studies.
concept sorting
Offline or online quantitative research using traditional monadic or sequential monadic approaches, paired comparisons, TURF, or MaxDiff analysis. This phase may or may not include a pricing exercise such as Van Westendorp.
concept optimization
Using Discrete Choice to determine the optimal configuration to garner the greatest market share and appeal. Pricing scenarios, competitive share, and cannibalization can be tested with this design.
