PCT

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
Product Concept Test

Main outputs of the Product Concept Test

Summary of response table:

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

Concept Passports:

Concept Passports:

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:

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:

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

Step 1

Indicate whether you want to display prices when testing your concepts.

Step 2

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.

Step 3

Choose how you want to source your respondents. Depending on your targeting requirements, Conjointly offers three methods for obtaining respondents:

  1. Bring your own respondents: Use a list of your customers or leads, source respondents from elsewhere, or integrate with another survey.
  2. Target specific panel respondents: Purchase responses from our panel network if you want to target specific respondents by location, demographics, behavioural, and profiling questions.
  3. Use a pre-defined panel: You can target specific respondents, such as your companies own pre-defined audience

Step 4

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.

Step 5

Preview the survey as a participant to test your setup and prepare to launch.

Complete solution for pricing research

SURV

Survey Tool

Fully-functional online survey tool with various question types, logic, randomisation, and reporting for unlimited number of responses and surveys.

GC
Range optimisation
Features and claims

Generic Conjoint

Feature and claim selection and measuring willingness to pay for features for a single product.

MD
Range optimisation
Features and claims

MaxDiff Analysis

MaxDiff (aka Maximum Difference Scaling or Best–Worst Scaling) is a statistical technique that creates a robust ranking of different items, such as product features.

CT
Features and claims

Claims Test

Efficiently test up to 300 product claims on customer appeal, fit with brand, and diagnostic questions of your choice.

BSC
Pricing research
Range optimisation

Brand-Specific Conjoint

Pricing, feature and claim selection in markets where product characteristics vary across brands, SKUs, or price tiers.

PVS
Range optimisation

Product Variant Selector

Identify winning product variants from up to 300 different ideas (e.g., designs, materials, bundle options) on customer appeal, fit with brand, and diagnostic questions of your choice.

BPTO
Pricing research

Brand-Price Trade-Off

Test pricing of new and existing consumer goods in a competitive context using elasticity charts, revenue, and profitability projections.

GG
Pricing research

Gabor-Granger Pricing Method

Determine price elasticity for a single product and identify revenue-maximising price level.

VW
Pricing research

Van Westendorp Price Sensitivity Meter

The Price Sensitivity Meter helps determine psychologically acceptable range of prices for a single product and approximately estimate price elasticity.

AB
Concept testing

A/B Test

Perform focussed comparisons between two items to determine which performs better.

MT
Concept testing

Monadic Test

Ask respondents to evaluate product concepts and digital assets one-by-one to get a read of their preferences and perceptions with various question types.

AT
Concept testing

Ad Test

Test the effectiveness of your advertisements using a comprehensive research method

DAT
Concept testing

Digital Asset Test

Test the effectiveness of your digital advertisements in an online environment

IT
Concept testing

Image Test

Test the effectiveness of your images in an online environment

BNT
Concept testing

Brand Name Test

Efficiently test potential brand names to identify the best one to represent your business

BNE
Concept testing

Business Name Evaluator

Efficiently evaluate potential business names to identify the best one to represent your brand

DNLC
Concept testing

Domain Name Likability Check

Efficiently test potential domain names to identify the perfect new home for your brand

PDT
Concept testing

Product Description Test

Validate your product descriptions before release

PNT
Concept testing

Product Name Test

Efficiently test potential product names to identify the best one to reflect your brand

PCT
Concept testing

Product Concept Test

Determine the best concepts through focussed testing

VT
Concept testing

Video Test

Test the effectiveness of your videos in an online environment

IS
Concept testing

Idea Screener

Perform preliminary screening to find your best product ideas.

PT
Concept testing

Package Test

Discover the best packaging for your products

TURF
Range optimisation
Features and claims

TURF Analysis Simulator

Conduct automated TURF analysis on results of any Conjointly experiment (or an outside dataset) using this user-friendly TURF analysis tool.

DIY

DIY Experimental Design

Allowing advanced choice modellers to upload their own experimental designs and perform data collection on Conjointly.

KANO
Features and claims
Feature and Pricing Suite for SaaS

Kano Model

Ensure product-market fit and maximise your user acquisition and expansion, by differentiating software features according to your users' needs.