Concept testing is the process of evaluating a concept (like a product or an ad campaign) and how it will be received by consumers before it goes to market.
Using our Market Research Solutions, you can customize a concept test using our built-in expert methodology, launch to a target audience from our global panels, and receive presentation-ready reports.
There are multiple types of concept tests available, depending on the kind of stimuli you want feedback on:
|Concept Test Type||Stimuli Format|
|Ad Creative Analysis||PNG, JPG, or GIF|
|Product Concept Analysis||PNG, JPG, or GIF|
|Video Creative Analysis||Vimeo or YouTube video link|
|Package Design Analysis||PNG, JPG, or GIF|
|Logo Design Analysis||PNG, JPG, or GIF|
|Brand Name Analysis||Text, up to 250 characters|
|Messaging & Claims Analysis||Text, up to 4000 characters|
A stimulus is an image, video, or message concept shown to someone in a survey. The stimulus format you can upload depends on what type of concept test you choose. You can add up to 10 stimuli to a concept test.
After uploading your stimuli, you can use the textbox below to add a nickname. Nicknames won't be visible to your respondents, but they can help keep you organized later in your analysis–especially if you're testing multiple stimuli that look similar.
Depending on what type of concept test you choose, there are different ways to customize your survey.
Customization options include:
Once your project is set up, you can use preview mode to make sure it looks good. Toggle between Desktop, Tablet, and Mobile views to see how your survey will look on various devices.
You can also use the Style dropdown at the top of the page to change the color scheme of your survey.
Before you checkout, we'll ask you to review your order details. You'll see a breakdown of the total cost, and can go back to adjust your targeting and customization options as needed to fit your price range.
Once you complete your payment, go to the Overview section of your survey to see an overview of your concept test's details, estimated delivery date of your results, and the current status of your entire project.
Once your survey responses are complete, you can view insights and responses in the Analysis section of your survey.
The Analysis section has three tabs:
If you include benchmarks in your project, you can compare your results to other brands in the industries you select. Access your benchmarks in the Benchmarks section of the left sidebar.
In the Filters section of the left sidebar, you can break down your results even further by choosing the criteria you want to focus on. You can only apply 1 filter at a time.
Our AI-Powered Insights uses machine learning to detect significant patterns in your response data. When we find stand-out data in your results, we'll show you Recommended Filters to help you identify useful insights quickly.
Key driver analysis (KDA), also known as relative importance analysis, lets you compare the importance of factors like price, reliability, or status. This helps drive customer satisfaction, customer loyalty, or Net Promoter Score (NPS). Whether these scores are high or low, knowing these factors can be essential to your business.
You can export your results in PPT, XLSX, SPSS or CSV format:
To export your results: