Concept Tests and Product Tests

MMR Strategy’s concept tests and product tests allow clients to improve concepts or products prior to launch, choose among different products for introduction to the marketplace, and reformulate current products for cost reduction or product improvement.

MMR Strategy’s concept tests and product tests often measure variables such as:

  • The messages that customers take away from an ad or package, including the functional and emotional benefits conveyed
  • Whether an ad or package is believable, memorable, or interesting
  • The likelihood of purchasing the product or service based on the ad or the package
  • How the ad or package is perceived relative to the competition (i.e. whether it is seen as better, or worse on price, quality, and other attributes)

What is concept testing or product testing?

A concept or product test typically exposes respondents to a product or service, and asks them to provide feedback.
 
Concept tests differ from product tests because concept tests typically work with a concept or idea for a product or service, while a product test works with the actual product or service.
MMR Strategy’s concept tests and product tests are executed using a variety of research methods. Before undertaking a study, we work with the client to answer questions such as the following:

  • Should the product be tested priced or unpriced?
  • Should the product be tested branded or unbranded (blind)?
  • Should the product be described, shown, or both?
  • What types of respondents should be interviewed?
  • Should the research be conducted in a central location, online, or in-home?

 

For marketers concerned about the cost, timing or complexity of traditional concept testing, MMR Strategy’s Easy Concept Test(TM) program offers powerful testing to provide key measures quickly and inexpensively. Click here to learn more.

 

Advertising Testing and Package Testing

MMR Strategy also conducts advertising testing and package testing to evaluate and improve messaging on packages, advertising, and other types of marketing communications. The resulting enables clients to improve packages or ads prior to introduction, and to choose among alternatives under consideration.
 
In an ad copy test or package test, consumers are typically shown the package or ad, and asked to provide feedback about it. We generally suggest that the testing match marketplace conditions as much as possible.

Examples of products and concept tests we have implemented include:

  • Frozen food products under development
  • Features of an insurance product under consideration for an advertising campaign, as well as other insurance products and features
  • A new financial service under development
  • A new food item under consideration for sale to food service operators
  • Concepts for the menu of a seafood restaurant chain
  • Retail formats in early stage rollout




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Case Study

MMR Strategy helped a frozen food manufacturer use concept and product tests to develop new product offerings.

Problem Analysis Results
  • A division of a global food manufacturer has worked with MMR Strategy for over 30 years to test new product offerings.
  • Concept tests assess consumers’ interest in potential products.
  • Product tests include taste tests and home-use tests to measure concept and product fit, and to study usage habits and product preparation.
  • Testing influences line extensions, product re-launches, reformulations for cost reduction or product improvement.

To start a concept or product test, contact us today.