“Anyone who launches new products will immediately appreciate the power of this resource to influence design direction, target appropriate price points, and select materials with high consumer appeal. What I love most is that it facilitates open and powerful discussions across the marketing, design and business teams. It minimizes reliance on “the gut feel” of just one individual in an organization and helps create a unified vision for success.”
Concept tests are done to evaluate the appeal of an idea before an actual product is created. Concept tests often include multiple concepts in competition to identify the strongest, often against concepts describing existing products whose success is known and which can be used as a benchmark. We conduct concept studies with and without product images. Today most such images are computer generated, thus making online studies ideal for concept testing. Our concept studies not only identify which product ideas are salient to today's consumers - it identifies ways to improve and perfect those products.