Product Concept Test
The Product Concept Test is a variant of the Monadic Test designed specifically for testing product concepts. Leveraging the ability of the Monadic Test to conduct focussed testing of concepts, the Product Concept Test allows for:
- Selecting the best performing concepts
- Testing consumer attitude towards product concepts
- Focussed testing of consumer preference on metrics such as purchase intent
- Validating your concepts before launch
Main outputs of the Product Concept Test
Summary of response table:
How does each concept perform relative to the other concepts?
The main output for the Product Concept Test, this table displays the summary statistic for each question. It allows for an at-a-glance comparison between concepts to help you determine the top performing concepts
What is the overall performance of each concept?
Concept passports shows an overview of how each concept performed. It includes the summary metrics for every question and open-ended positive and negative feedback.
Concept correlations table:
Which concepts appeal to the same respondents?
Correlations measure the similarity between your concepts, with a more positive correlation between two concepts indicating stronger similarity and a more negative correlation indicating more dissimilarity. Correlations can show you which concepts appeal to the same subset of respondents.
Detailed question output for a particular stimulus:
How did my concepts perform on a particular question?
Inspect detailed metrics for each question, including the distribution of responses, medians, ranges, and participant counts. You can select which concept to display outputs for using the drop-down selection at the top of the output.
How to set up a Product Concept Test on Conjointly
Indicate whether you want to display prices when testing your concepts.
Input your concepts into the study. For each concept you can specify the name, description (including images or videos), and price if selected in the previous step.
Choose how you want to source your respondents. Depending on your targeting requirements, Conjointly offers three methods for obtaining respondents:
- Bring your own respondents: Use a list of your customers or leads, source respondents from elsewhere, or integrate with another survey.
- Target specific panel respondents: Purchase responses from our panel network if you want to target specific respondents by location, demographics, behavioural, and profiling questions.
- Use a pre-defined panel: You can target specific respondents, such as your companies own pre-defined audience
Save your experiment to add or modify the questions in the study. To add a question, click on the “Add question” button, select the type of question you wish to add, and then drag and drop the question into the Concept Testing block.
Preview the survey as a participant to test your setup and prepare to launch.
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