What is the chance your product makes it to the shelf and survives its first year? What is the strength of your new product? Which pros should be especially mentioned? What is the right way of introduction and what should the communication focus on? How can I prevent the risk of failure? These are all important questions to determine whether a product concept should be further developed and how it is best introduced to market.

DVJ’s Concept Test offers insight into the potential of your new product concept by using a validated research model. The strength of the concept is both explored and validated by using different qualitative and quantitative techniques among a large sample. This provides rich insight into the market potential of the new product and gives concrete recommendations for possible optimisations. The concept can then be optimised or adjusted early, before going into production.

Our approach

DVJ’s Concept Test is holistic and consists of different implicit and explicit research techniques.

  • We make a distinction between testing the underlying insight and the full concept.
  • We gather rich qualitative feedback through our projective storytelling technique which help bring the underlying product insight to life.
  • We validate the potential of the concept by using the academically validated Acceptor/Rejector model. We gather insight in the extent to which consumers accept the product concept.
  • We use different diagnostic tools such as free associations, evaluation and activation statements and/or the text highlighter to understand how the concept can be further optimised and which RtB’s resonate the most.
  • We study the extent to which the new concept is capable of outperforming the current used products.
  • Where needed, we use additional modules to determine the price sensitivity, the optimal product range (TURF) or the Source of Volume, alongside many others.

Our deliverables

In the development and optimisation of new product concepts, the consumer’s opinion is of great importance. This means that a concept test should be carried out in a fast and efficient way.

  • Access to our Insights Portal where next to all quantitative data, all stories and free associations can be analysed.
  • The results are summarised in a compact PowerPoint presentation where the market potential of the concept is determined and possible optimisations identified using the FUA method.
  • Our Senior Consultants add value to the presentation in the interpretation and discussion with important internal and external stakeholders.
  • Completion of the study within 7 business days after fieldwork has ended.

 

Your benefits from Concept Test

  • Insight into the potential of the full product concept to make a well-considered investment choice at an early stage.
  • Rich diagnostics lead to new insights into the strong and weak elements of the product concept.
  • Concrete recommendations that help implement optimisations.