Which Concepts Really Shine?

And which ones will your customers buy? Concept testing is a perfect example of a simple question, a clear answer, and a complicated path in between.

Our approach to concept testing starts with only one assumption—that your test will be special. After reviewing the concepts and learning more about the specific problem you are solving, we tailor which quantitative, qualitative and experimental methods to use. There are many, many choices, so we rarely see a concept test that does not call for a unique design solution.

Concepts can be almost anything. Services, products, advertisements, value propositions and marketing messages are all examples of “concepts” that can be tested.

How we design a concept test for you will depend on:

• The types of concepts
• The category of your product or service
• The complexity of the concept and what needs to be tested
• The audience you need to reach

Your concept test may involve a straightforward which is best approach, or it may involve a composite assessment on multiple dimensions. There are different methodologies we use, including direct assessment, conjoint techniques, MaxDiff scaling, TURF analysis, and in-depth interviewing.

There are no “black boxes” at Versta Research. We’ll show you how each component of your test design benefits your results, and how to explain it to your audience.

In the end, you will see how your concepts stack against one another with a dashboard-like scorecard to help you present your findings in a way that is easy to understand and visually compelling to explore. When relevant, behaviors and attitudinal measures can be used to project real-world uptake from survey-based evaluations, calibrated against sales data, or benchmarked against other concepts or ideas you have tested in the past.

If you have a concept test in mind, connect with us and show us what you’ll be testing. We look forward to developing a test that is a perfect fit.