What Is Concept Testing? – Definition and Best Guide

What Is Concept Testing? - Definition and Best Guide

What Is Concept Testing? Many marketers want to know how they can get started with concept testing. They’re often confused about what it is and how to use it in their marketing campaigns.

what is concept testing
what is concept testing

It’s a good idea to learn more about this, because the marketing benefits of using a concept test are huge! You’ll be able to validate your ideas before you spend any time or money on them. This will save you from wasting time and effort on bad ideas that won’t help your business grow.

In this guide, we’re going to go over everything you need to know about conducting successful concept tests for your business right now – no matter if you have never done one before or if you’ve been doing them already but aren’t getting the results that you want from them. By reading through these pages, learning all the tips and tricks here, and putting our advice into practice in your own life, we guarantee that within two weeks’ time at most (and probably much sooner).

What is concept testing: Definition?

Concept testing is a research method that helps you gauge whether your customers would be interested in buying what you’re selling before actually launching it. This can save time and money on the backend, which will ultimately result in higher profits for businesses who do this regularly!

How and why to perform concept development tests?

The concept testing process involves getting an idea evaluated by your target audience before it becomes available to the public. This includes anything from product concepts, ad campaigns or marketing strategies in order for you determine if they are something worth pursuing further!

A few questions you might want to ask before starting your marketing campaign are:

  • How does this ad stand out against my competitors?
  • Does it capture viewers’ attention and make them interested in learning more about what the brand has on offer for purchase/service?
  • Would they trust this product or service with its quality if purchased?
  • Where would be most likely find me when I needed another item from my favorite company?
  • And finally, which button do i push?

Benefits of concept testing

Benefits of concept testing
Benefits of concept testing
  • It’s important to test your ideas and concepts before launching them. This will help you launch successful products, as the insights gathered using this method are invaluable in determining if an invention has commercial potential or not-not just for profit but also in building relationships with customers who may purchase once after hearing about it through word of mouth!
  • A concept test is an exercise that helps you explore the different dimensions of your idea. You can ask questions about a certain feature, look and feel or pricing to ensure its validity before launching anything into production!
  • A survey is a quick and easy way to get feedback for your company. The idea testing methods can be used by all sizes of brands, even if you have no marketing experience!
  • A concept test will help entrepreneurs know what customers think about their product or service before investing time into development – saving them money in the long run too.
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Concept testing methods

Concept testing methods
Concept testing methods

Comparison testing

In comparison testing, two or more concepts are presented to the respondents. The respondent compares these competing products by using rating questions and ranking them from best-to-worst on a scale of one through five with five being their favorite choice as winner for that particular round of questioning! It’s easy because there is no context needed – simply ask people which concept they liked better in each situation before launching any product into waves upon wave of competition.

Monadic testing

A monadic test surveys a single concept in-depth and allows for deeper analysis of the information gathered. For example, instead choosing to show all respondents one solution at once researchers can break down their target audience into multiple groups which will see different aspects or attributes about that particular item before coming back together later on so they share feedback on what worked well among themselves while also addressing any shortcomings discovered along the way through follow up questions regarding specific details including things liked best about an individual product’s design features how it looks & feels price point etc.

Unlike traditional survey methods, monadic tests allow for follow-up questions to be asked. This provides the researcher more context when determining which concepts are better than others by providing alternative explanations of responses and additional information not found in simple yes/no answers or open ended prompts; thus giving them an even sharper understanding on how people feel about different options

Sequential monadic testing

The sequential monadic test is a newer alternative to the traditional single-concept test. Instead of showing one concept in isolation, each group receives all previous concepts and then new ones are introduced with order randomized at randomization time. This helps avoid bias because it’s impossible for respondents’ opinions on follow-up questions about earlier topics be influenced by what they already knew!

This method of testing is ideal for research with budget constraints or when only a small target audience can be found. The long questionnaire has the drawback that it’s difficult to get all respondents in one round, which causes completion rates and response bias problems due to selective reporting on responses from certain groups’ answers (e.g., “don’t know”).

Protomonadic testing

A protomonadic test is a type of usability study that combines monadic with comparative testing. The design makes sense because it allows researchers to evaluate multiple concepts and choose which one they prefer before asking respondents about their preferences, as opposed to just getting them on an online form or survey from earlier methods where you only have responses coming back for one option at once instead of all possible choices in front us now.
In this case what happens firstly when we get our candidates (concepts) into order according 1-10 scale; then proceed by selecting correct index number matching corresponding point value obtained after evaluating each candidate individually ? First thing required step following chain reaction process.

Concept testing survey design

Set an objective for your survey

Once you have your overall survey objective in mind, it’s easy to come up with questions that will help pull together all of the relevant insights about what kind of information people would like to know. Think about why they are conducting this test and which specific details will be most helpful for future decisions on their end as well!

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Consistent survey design

Grouping questions using survey blocks is a great way to ensure that respondents don’t get overwhelmed with too many choices. It also helps them focus on one area of your concept without any distractions and provide accurate, insightful feedback for you!

Likert scales

Likert scales are a type of rating system with an odd-numbered series, usually between five and seven. You can include them in your survey for respondents to rate their opinion on either a 5 point scale or 7 point one from Strongly agree – Disagree so you have more flexibility when analyzing data collected using this tool!

Include images

The power of a picture is undeniable. It’s often said that “a thousand words” can be replaced with just one, and this sentiment rings true when designing logos as well! Logo psychologists recommend using images instead of text so people have an easier time digesting your feedback about their favorite design concepts; after all we’re always looking for the best way forward in life…so why spend days futilely typing away at what feels like infinity+1?

Demographic questions

Is your idea for a new product or service really something that people would want? It can be hard to know whether you’re on the right track before investing time and money into it. Sometimes we just need someone else with some fresh perspective–someone who is willing explore all of their options without bias so they might find what will work best! So how do I go about getting this type person involved in my project as part of its concept testing process, though?

Concept testing use cases

  • Product development: When it comes to making a decision on what features will be included in your product, using concept testing can help save time and money. By analyzing customer feedback through usability tests or surveys with pre-designed questionnaires you ensure that all possible pain points have been taken into account before committing production dollars so as not miss any major underlying needs for improvement with regards specifically around these aspects.
  • New homepage design: Redesigning the homepage for your website can be tricky. But it is possible to get everything right while redesigning a site, using concept testing and feedback software from our company that will allow customers who come across it with an opportunity interact with what you have designed in order iron out flaws before launch day arrives!

In order to create a new logo that resonates with customers, it is essential for designers and marketers alike know how they might react. While concept testing provides an effective way of determining customer preference in various designs; this process also allows brands to see what their target audience desires by visually communicating the brand’s message effectively through color choices or graphic design elements like typefaces (font).

Drafting up some creative concepts before delving into brainstorming sessions will help you establish your company’s image early-on so when concepts come together after extensive research has been conducted on visual representation possibilities – all parties involved are happy!

Offers and pricing

If you want to introduce a new product or change your pricing structure entirely, it is important that you test how people react initially. To do this effectively think about what features of the promotion would entice them into buying from us and then keep those in mind while running tests on upgrades pages or discounts offers so as not only see if there’s interest but also optimize where we place our efforts going forward!

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Ad testing

Concept testing is an efficient way to find out what people like and don’t, so you can make your ads more effective. This process helps companies identify the best possible combination for their advertisements by using real consumers’ feedback! Now that we’ve gone over some basic uses of concept testing in this article (and how it’s really just another type of usability study), let us learn about three popular brands who used this technique successfully: Target Corporation , Abbott Laboratories , Coca-Cola.

3 concept testing examples

3 concept testing examples
3 concept testing examples


Tesla’s Model 3 is one of the most successful vehicles in history, thanks to it’s innovative marketing strategy. The company used concept testing as a launch vehicle for their first mass-produced electric car with Gigafactory producing batteries at full capacity and Supercharging stations all over so drivers can charge anywhere there’s an outlet! This new model features dual motor power steering which makes driving easier by providing torque vectoring capability on dry road conditions or slippery surfaces alike while also being lighter than traditional setups allowing owners more distance between charges
The process was ingenious because once participants got familiarized how each feature worked they had the option put down deposits right then – this gave Tesla invaluable feedback that helped them move forward without any delays whatsoever.


Lego’s gender gap is well-documented. They’ve tried to appeal more broadly by selling products that are less geared towards boys, but the problem still remains: only 9% of Lego toys bought by girls come from their line up! To fix this apparent oversight in marketing strategies and product development techniques, they conducted extensive research on what young ladies like so much about playing with Legos – or “the reason” as one might say it nowadayz (insert your own favorite rap song).

When the researchers conducted their study, they discovered that girls preferred to build entire environments rather than stand-alone structures. These insights led Lego designers to create a whole new line of products catered towards female demographics -Lego Friends! The series launched in 2012 and tripled construction toys sales for women from $300 million USD total market share at 2011 prices down into 2014 with an estimated value close air liqeine retailing somewhere between 800M$.


The Yamaha Montage keyboard is a complex instrument with many features. One of the most difficult decisions for designers to make was whether they should use knobs or sliding faders, but after collecting over 400 responses from musicians across the world – including such notables as Stevie Wonder and Burt Bacharach- it became clear that whichever method wins out in public opinion will be used by Yamaha’s next generation products remarkably well!


Concept testing is a research method that helps marketers and product developers to gain feedback on their ideas. The idea behind concept testing is simple; take your new marketing ideas and present them to potential customers, then ask for their opinions about the concepts. Consumers can provide valuable feedback which you may use as an opportunity to change or improve your strategy accordingly.

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