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Concept Testing Can Be Your Launching Pad for Success.

Launching successful new products is tough. We have the tools and experience to help set you on the right path. Our concept testing research solutions are methodology neutral and include screening multiple ideas to find those that are most promising, as well as comprehensive evaluations of individual concepts to optimize them prior to launch. We're known for providing added-value insights wherever you are in the concept development process. And, since we have both qualitative and quantitative divisions under one roof, we are method agnostic; we’ll decided together which makes most sense for your specific business issues. Click here to find out more about our qualitative offerings. 

Our quantitative concept testing toolkit includes choice based techniques, Max-Diff scaling and an interactive highlighter to help identify the most motivating benefits and claims in a concept. Our proprietary Concept Potential Score combines multiple factors which pinpoint a concept's true potential.

Concept Screening

This is the first step in the process—when you have many ideas and need to identify those with potential versus those that should not be developed any further; our concept screening approach is ideal in this situation. Using a sequential monadic approach, we can evaluate the potential of a large number of concepts on key evaluative criteria, such as purchase interest, overall appeal, uniqueness, brand fit, and other diagnostics. With this approach, respondents are able to rate five to ten concepts in a relatively short period of time.

Optimizing Concepts

After concepts are screened, it’s time for concept testing, where our team helps you identify the best ideas competing for development, manufacturing, and marketing resources. These tend to be more fleshed-out concepts evaluated on a monadic basis (each respondent sees a single concept).

Our interactive concept highlighter tool provides additional insight to propel good concepts to great ones. The concept highlighter is analogous to the exercise in focus groups where the moderator asks respondents to circle words or phrases in a concept statement that are most appealing and motivating, and to cross out words and phrases they find unappealing or not motivating.

This tool allows respondents to interactively evaluate concept descriptions. We use this data to deconstruct a concept to identify the most (and least) meaningful and motivating elements. This method is ideal for maximizing communication of your new product or new positioning. We often use the results of this exercise to initiate open-ended probes to precisely diagnose what is and is not communicating well in the concept.

Concept Potential Score

We believe that no single measure can adequately assess the potential of a concept. That’s why we leverage our proprietary Concept Potential Score that combines multiple factors underlying a concept’s true potential:

Concept Power Score: The strength of commitment to the concept.

A weighted scoring of:

  • Purchase interest: traditional five-point scale weighted to reflect overpromise of consumers
  • Expectations of success
  • Price/value

Concept Equity: The potential to capture consumer attention.

A weighted scoring of:

  • Uniqueness
  • Brand fit
  • Degree to which consumers will go out of the way to get it

Concept Promise: The ability of the concept to generate sales and drive incremental business.

A weighted scoring of:

  • Whether would purchase as addition or replacement
  • Anticipated frequency of purchasing

Finding winning concepts often isn't the end of the story.

We have extensive expertise in helping clients determine how to manage new product(s) within their existing brand portfolios. Utilizing TURF, Shapley Value Analysis, and other share-based analytics, we provide essential insights into managing your brand's incrementality and cannibalization challenges. Contact us today to learn more about how C+R’s concept testing solutions yield actionable results.


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