How well do the top concepts identified by concept optimization do with consumers?
Concept testing is essential to tell you the relative appeal of each concept. Two types of appeal are important:
- Breadth of Appeal: When considering a concept by itself, how interested are consumers in it? A monadic measurement provides a good estimate of breadth of appeal.
- Intensity of Appeal: When given the choice between your top concept and competition on the market today, what percent of consumers prefer your top concept? A discrete choice utility provides an excellent estimate of intensity of appeal.
While concept test scores are sometimes compared to a historical database of concept performance, benchmarking the top concepts against active competition is a better predictor of real world success. It provides an accurate reflection of current market conditions rather than a comparison to past concepts, many of which never made it to market or are now discontinued or inactive.
Testing tells you if your best idea is a poor idea or a standout.
What makes our concept testing solution unique?