Diving into the Concept Testing Survey for Marketing and Product Development

Using a concept testing survey to inform marketing and product development is like giving your target audience a seat at the table. 

Concept testing is market research performed early in the marketing/product development process. It helps you find out how your products will resonate with your customers. 

While traditional market research requires participants to choose from pre-existing criteria, concept testing requires participants to provide unique feedback. 

With a concept testing survey, you can assure you are putting out products your customers will love.  Use this article as a guide to get started.

Defining a Concept Testing Survey

A concept test is a research method wherein you get customer feedback about a new product before it launches. 

A concept test survey, as its name implies, is a survey that utilizes a concept test.

The surveys are questionnaires designed to elicit unique responses from your target audience in reference to your new product or idea.

Concept surveys differ from other surveys in that they help businesses evaluate concepts before they go to market to see how customers might react. The concepts include anything that can be tested for marketing purposes. 

These surveys act as a safety net for new products, predicting whether they will succeed or fail. 

Why Businesses Need a Concept Testing Survey 

A concept testing survey is important, as it provides insight into how products will be received. With proper concept testing, you can avoid investing in concepts that won’t succeed (saving you a lot of money). On the flip side, you can increase investment in concepts where testing predicts success. 

Basically, a good concept testing survey system can help you save money and make money at the same time.

Concept Testing Survey Methods

The first step to a successful concept test is choosing the right method. Here are the most common methods: 

  1. Single Concept Evaluation (Monadic testing) – a full evaluation is given on one concept. Participants are made aware of features and prompted to discuss whether they approve or disapprove as their survey response.
  2. Multiple Concept Evaluation (Sequential Monadic) – full evaluations are completed for multiple concepts.
  3. Concept Selection (Comparative) – Respondents choose their most preferred concept.
  4. Concept Selection and Evaluation (Comparative Monadic) –Respondents choose their most preferred concept and provide a full evaluation of that concept.

Each product testing method has its advantages and setbacks. As a business, you ought to choose the one that best fits your specific needs, based on the concepts you want to test and the results you seek.

You can use survey software to ask questions about your product. Survey software is also helpful in getting your survey in front of your target audience.

The survey questions could look something like this:

  • What do you like most about this product?
  • What do you like least about this product? 
  • How likely is it that you’d buy this product?

You can use more specific questions, just make sure they relevant to your product for the most useful feedback. 

Concept Testing Survey Use Cases

Concept testing can be used at almost every stage of the marketing and product development process. Here are some common use cases:

Logo Testing

A concept testing survey is an asset when conducting branding market research. For example, logo testing is a great way to see how customers will perceive your new logo. 

You can even use concept testing surveys to identify what your logo communicates to customers. Ultimately, logo testing is the best way to discover the logo that best embodies your brand.

Website Design 

Concept testing surveys also come in handy when redesigning your site or launching a new site. Through concept testing, you can see how your design concepts will be perceived by a selection of people who will one day interact with your site. This gives you an inside look at how the sample of your target population thinks, guiding your design decisions for the best possible outcome.

Ads, Landing Pages, and Conversions

Split-testing is a popular way to test headers, images, and other website content to see which resonates most with an audience. Also called A/B testing, split testing is a random experiment wherein two versions of a piece of content are shown to a target audience. Whether customers see version A or version B is completely random.

Through analytics, this method helps marketers identify which ad, landing page, or another piece of content is most compelling for their audience. Marketers can even see which customers convert. 

Concept testing takes this method to the next level by letting you actually hear from your audience directly. You won’t just get numbers– concept testing gives you legitimate feedback about the “why” behind the numbers. 

Beyond just validating the numbers, this inside look into the minds of your audience could lead you in new directions and even spark new ideas. 

Pricing and Upgrades

Concept testing is also a great way to project how upgrading products and services or altering your pricing system will be perceived. The best way to do this is by using migration path tests to gauge your customers’ initial thoughts and see what features and benefits they crave. Migration path tests compare migrated data with original data. Next, create upgrade tests to predict how the new product will affect your sales.

Name Testing

Deciding on a name can be rather difficult when forming a new company or creating a new product. The impact a name has on overall success can be paralyzing, especially since it’s usually composed of only a few words. 

Those few words have to convey to your audience what your business offers, benefits, and even how their brand should make you feel. 

Using concept testing surveys, you can test potential names and request evaluations on what customers think the name conveys. This feedback will guide you on the track to choosing the perfect name for your business.

Price Testing 

Ever wondered how your customers feel about the value of your products? You can use concept testing to find out whether or not they’re satisfied. You can also use price testing when you alter the prices of your products. This is an effective way to find out how your customers will receive any new redesigns or product innovations. 

Package Testing 

Packaging matters more than you think. Do you know what your customers think about your current packaging? Using a concept testing survey for package testing is a great way to find out if customers are impressed or irritated by your packaging. 

Messaging

Unsure how your target audience will perceive your messaging? Using a concept testing survey to test messaging can show you if your messaging resonates with your audience. You can gather how it communicates the value of what you offer. You can even use the insights from concept testing to create a style guide that informs future messaging. 

Product and Concept Development

This might be the most obvious use case of them all. A concept testing survey is an essential part of transferring products and concepts from ideas to reality. Concept testing can reveal missing product features as well as features that offer no benefit and can be removed entirely. You can find out what your customers think about the new product’s quality and usability as well. Overall, product concept and usability tests are the ultimate way to make sure every product you release is up to par. 

Step Up Your Product Development with Concept Testing Surveys

You can use a concept testing survey at basically any level of the marketing and product development process. Listening to direct customer feedback gives you an edge over your competition by arming you with information about the specific wants and needs of your target audience. 

Frequently asked questions

What is a concept testing survey?

A concept testing survey is a survey that uses a concept test. The survey asks questions that trigger unique responses from your target audience in response to a new product or concept. Concept testing surveys are unique surveys because they help businesses predict customer reactions before products are released.

Why should market researchers use a concept testing survey?

Market researchers and business owners should use a concept testing survey, as it informs product marketing decisions by predicting which concepts and products will succeed (and which will fail). It’s a way to ensure you’re putting out products your customers will love.

How do you to use split-testing in a concept testing survey?

Split-testing is a common method of testing headers, images and other website content to see what version customers respond to best. It helps brands optimize their website content so that it resonates with their audience. Concept testing surveys that use split testing give similar feedback, but they let you hear from your audience directly.

What are migration path tests used for in concept testing surveys?

Migration path tests compare migrated data with original data to gauge customers’ initial thoughts and to find out what features and benefits they’d like to see. They are useful in concept testing surveys meant to project how pricing changes and product upgrades will be received.

How do you use split-testing in a concept testing survey?

Split-testing is a common method of testing headers, images and other website content to see what version customers respond to best. It helps brands optimize their website content so that it resonates with their audience. Concept testing surveys that use split testing give similar feedback, but they let you hear from your audience directly.