Acentric Express Test Surveys
Marketing Research Consulting
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In a cluttered market, make sure your concept performs well against competitors and discover what you need to do to improve the probability of success.
Concept testing & development
Concept testing involves testing an 'idea' at the early stages of development - often before a physical product even exists - with potential consumers in a representative survey before continuing further product/service development. Concept tests provide direct feedback from a broad sample of consumers which can be used to further refine your concept, in terms of features, price and how the concept is communicated. Information on how different demographic and user/non-user segments respond can be useful in refining the product marketing strategy.
Acentric Express Test is a survey-based concept testing & development system. Concept testing is able to provide the information necessary to improve, or ultimately screen-out poor concepts before wasting time and money developing and marketing them. It involves testing the "idea" of a new product, rather than the actual product itself. The new concept is presented to consumers in a survey, using written descriptions, images and audio if necessary. Ratings are then collected on key aspects proven to relate to performance.
These ratings are compared to norms to determine areas of strength/weakness. Additionally these ratings are entered into a mathematical model and compared to a database of norms to determine if the concept has the potential to perform against the criteria set. These criteria can range from the most stringent criteria - beating the market leader - to merely being accepted into the consideration set in a repertoire market.
Express Test is standardised, yet has adaptable components to suite every market and product/service type. New concepts can be any one of the following: 1.) Improvements aimed at existing markets, 2.) 'new to the world' products that will create entirely new markets.
- Know how your new product/service concept is likely to perform against competitors in terms of: Uniqueness, ability to replace existing alternatives (currently used & potential alternatives on the market), brand-name fit, overall liking, believability, affordability, value for money and ease of understanding. See case studies.
- Obtain an indication of the existing market size amongst those with internet access - the percentage using this product/service type (assuming the market exists already) and purchase frequency.
- If a 'new to the world' concept - an indication of the maximum potential market size for the entire category (given certain assumptions).
- Learn what features to refine before you launch.
- Determine which segments you should target - who will be interested and who won't? (large sample options only).
- Determine what the acceptable price range is.
- Test a specific price point for affordability and value for money.
- Determine if the brand name is the right fit for the new concept.
- Determine what improvements consumers want before they will buy (in their own words).
- Determine which distribution channels are preferred.
- Obtain advice on the minimum levels of promotion and distribution required.