Use of product concept test in market research

Market research testing is critical if you want to substantially enhance your chances of turning a new concept into a lucrative asset. Product idea testing discovers product flaws and possible market failures that may be addressed before the product is launched. It can also identify product advantages that might be improved. Concept test, when done correctly, is a strong tool for identifying:

  • Individual concept assets' efficacy
  • Obstacles to realising the full potential of a notion
  • Relationships between an idea and its customers
  • In a competitive environment, what is the status of a concept?
  • Advertising's failure to convey clearly
  • Weaknesses as a result of the product's unremarkable personality
  • Failure as a result of a lack of value perception
  • Assets in the form of brand equity
  • Brand image and consumer perceptions: potential consistency and discrepancies
  • Benefits of a product that aren't widely known
  • Elusive characteristics of the brand and idea personality Brand failures to integrate into the consumer's lifestyle


Here are the various stages when concept test can be helpful -

Development stage


The importance of concept testing during the development stage of your product's journey might be critical to its success. Concept testing may help you fine-tune your product's features and focus on what matters most to your customers.

Promotional campaign


The development stage isn't the only time to do concept testing. You may utilise idea testing to see how your customers react to your marketing effort. Even if you have the finest product in the world, if your advertising strategy turns off potential customers, your product will fail.

Distribution logistics


The distribution and logistics of a product are an underused area where idea testing may help. This area of concept testing may help you figure out where consumers would be interested in receiving or purchasing your product, how long they are willing to wait, and what distribution techniques you utilise.

The product's price


You may use concept testing to assist you figure out what the ideal pricing point is for your product or service. Testing might help you determine whether your desired pricing is too high or too low. Concept testing is also a good technique to make sure you're at the right pricing point. You'll figure out if and how many people will buy at different pricing ranges. Depending on the pricing range, you may construct your marketing messaging as a mass product or a premium product.

Why is Product Concept Testing Important?


Product concept testing and market research are both important because they provide firms an idea of how their product will perform in the existing market before it is introduced. They may also save a company money by assessing if a product is worth further investment.

Concept testing can also be used for the following purposes:


  • Remove goods with a poor potential.
  • Marketing communications should be tailored to the relevant sales channels.
  • Determine which client categories are the most profitable.
  • Recognize the magnitude of each consumer category.

At Median Research, we ensure that your research is consistent so that you can compare tests with confidence. We'll work with you and your team to develop a long-term strategy to ensure long-term viability. Visit https://medianresearch.in/ to find out more.

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