The concept test, or evaluation of concepts, is a model of quantitative market studies that enables the testing of ideas that will later become products, prior to the release of the same.
Through this research model, the client can discard those ideas of products that lack acceptance in the market, or those ideas that do not have in the minds of consumers relevance, differentiation or that point to a very reduced niche of the population.
What is a concept in marketing jargon?
A concept is nothing more than a stimulus to which the subjects interviewed will be subjected in the data survey stage of the study. This concept conveys an idea as approximate as possible of what the product will be, its usefulness and the needs it comes to satisfy, through a visual support and a text.
That is to say, in the concept the producer overturns the imprint, the sensations and impressions that he wants that generate his product in the consumer once this one goes out to the market. The Concept test always precedes a Product test, that is, an evaluation of the product already developed. Both instances are necessary before the launch of a product, since the investment that means the assembly of the chain of production of the same (the inputs, the machinery, the adaptation of matrices and molds, the training of the operarios and other employees) is sufficiently burdensome to put it into operation without first testing whether what is produced will be accepted by the market or not.
Many times, between the Concept test and the Product test, a test is made of a Mock-up, that is, of a physical prototype of the product in question that, obviously, conveys a more precise idea of the dimensions and actual appearance of the product. not released
What are the components of a concept?
As we said before, a concept is constituted by means of an image and a text that try to convey a certain sensation about what the product is.
With regard to the textual component, you start with the name of the product in highlighted type and in the upper part of it. The product can be endorsed by an “umbrella” brand or want to be presented as completely new and not be associated with any brand, company or logo with resonance in the minds of consumers. An example of the first modality would be: “Talleciones de Bagley cookies” in which Bagley makes an umbrella brand, holding the image of the new product.
Subsequently, there is a brief description of the product, focusing primarily on attracting the consumer by presenting its advantages and strengths.
The concept presents first a Consumer Insight, that is, the description of the experience as lived by the consumer . The accent is placed on the stage where this product comes to cover a need. For example, “Have you ever felt a continuous stress from the first moment you get out of bed, and that you have no more than 10 minutes to eat breakfast? What if a breakfast of only 3 minutes could make you feel in excellent condition for the rest of the day? “
Then the Benefit of the product is presented, for example: “New Raspberry Dream, a marvelous jam that will surprise you and make you relax your body and mind, with a few spoonfuls!”
Finally Reason why or Reason to believe is presented, that is, an argument between rational and emotional that should lead the consumer to believe in the product . For example, “It brings an exquisite combination of wild berries of the Patagonian forests, known for their relaxing properties, along with a recipe from one of the most prestigious chefs in the country …”
The concept may include additional information such as the different packages and quantities in which the product comes and (optional) its price.
After submitting the interviewees to the stimulus in question, they are asked questions such as the following:
- Reasons for liking (What do you like about this product?)
- Reasons for dislike (What things do you not like about this product?)
- Adaptation to the brand (How appropriate is this product to the brand?)
- Differentiation (How different is this product compared to other similar products in the market?)
- Relevance (How important is this product to you?)
- Willingness to buy (How willing would you be to buy this product at a price of?)
- Substitution of other products (If you bought this product in the place where you usually do your shopping, what other products would you stop buying?)
- Understanding of the concept (What stops the description is difficult to understand?)
The Concept Test is a methodology that can be very useful in exploratory instances prior to product definitions or product lines, when before addressing the technical and economic capacity to make a product, its viability and acceptance among the target audience is tested.