Concept testing
Product Panel & Testing
Evaluate the appeal of your new ideas before launching them.
Description of the need
Our client is a company looking to launch a new product on its market. Before making significant investments in development and communication, the marketing teams wanted to ensure that the proposed concept truly met consumer expectations.
Several product ideas were under consideration, but the company lacked concrete data to assess market interest and identify the most promising concepts.
The client was looking for a solution that would:
- To test consumer interest in a new concept
- To compare several product or service ideas
- To identify the most attractive elements of the concept
- To detect points of misunderstanding or rejection
- Having consumer insights before making a decision
The objective: to secure marketing decisions and reduce the risks associated with launching a new product.
Proposed solution
We have implemented a concept testing system with a sample of consumers belonging to the target market for the product.
Respondents are invited to discover and evaluate one or more concepts presented in the form of descriptions, visuals or use cases.
Questionnaires allow us to measure several key indicators:
- The interest generated by the concept
- Understanding the offer being offered
- The perception of product benefits
- Differentiation from existing offers
- The intention to purchase or use
Studies can be conducted through several methods:
- Online survey of a targeted panel
- Questionnaire accessible on mobile, tablet and computer
- Comparison of several concepts in the same questionnaire
- Analysis by consumer segment
The responses are centralized in an analysis platform that allows:
- To compare the performance of the different concepts tested
- To identify the most attractive elements for consumers
- To analyze the obstacles to the adoption of the concept
- To use respondents' comments to refine the idea
This provides marketing teams with concrete elements to guide their decisions before the product launch.
Special Features
The questionnaires are designed to facilitate understanding of the concept by respondents and to obtain actionable qualitative and quantitative feedback.
Dashboards allow you to:
- To quickly visualize the most promising concepts
- To identify the benefits perceived as the most attractive
- To identify the elements of the concept that need improvement
- To compare reactions according to consumer profiles
This type of system allows companies to optimize their innovations and increase the chances of success when launching them on the market.
Such solutions can also be deployed as part of innovation testing, the launch of new services, or the validation of marketing ideas.
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precision in identifying the most attractive concepts
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improving the alignment between the product and consumer expectations
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risk of launch failure reduced thanks to prior validation of the concept
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FAQ — Product and Innovation Testing Panel
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Is the solution suitable for different types of product testing?
Yes: usage testing, concept testing, packaging testing, post-launch, product satisfaction, etc.
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Can we precisely target the panelists?
Yes, thanks to detailed profiling and multi-criteria queries.
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How to optimize the participation rate?
Thanks to scheduled broadcasting, automatic reminders, panelist portal and incentives.
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How does AI improve analysis?
It speeds up the processing of results and highlights trends invisible to the naked eye.
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Can large panels be managed?
Yes, the solution is designed to handle large volumes of participants and responses.
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