As we’ve described in other documents, including our white paper (see “10 Best Practices to Improve Your Product and Concept Tests”), product and concept testing provide powerful tools to improve products and services under development. Testing allows marketers to:
1. Determine which items under development have the greatest potential with customers and consumers.
2. Decide which features of a new product or new service are most highly valued by customers and consumers.
3. Optimize pricing for new products and services under development.
For marketers concerned about the cost, timing or complexity of testing, MMR Strategy’s Easy Concept Test(TM) program offers powerful testing to provide key measures quickly and inexpensively.
You can use MMR’s Easy Concept Test program to test concepts for new products or new services across a variety of industries. Here is how it works.
Frequently asked questions for MMR Strategy’s Easy Concept Test Program
- How are concepts tested? Each concept is tested online among 200 respondents who are representative of the marketplace. For example, concepts for consumer packaged goods are tested among primary grocery shoppers, and financial services are tested among decision makers for relevant financial services.
- What do you test? Most clients test one to five concepts in the same category, but we can test more if you wish. Each concept shows respondents a brief description of your product or service, as well as a picture and pricing information.
- What measures will you receive? The questionnaire is standardized for maximum comparability across different concepts tested. The Easy Concept Test protocol gathers key measures, including:
- purchase interest,
- anticipated purchase frequency and purchase volume,
- value for the money,
- uniqueness, likeability, and believability,
- attribute ratings,
- category behaviors and demographics - How long does it take? We guarantee no more than seven business days from the time MMR has the all information for the concept until the time you have your data.
- What reporting will you receive? You will receive a summary report of findings with recommendations for next steps. We will also send you a set of data tabulations and a data file in standard format is provided for no charge.
- How much does it cost? Pricing is determined by how many concepts are tested and is highly competitive.
MMR Strategy’s Easy Concept Test program relies upon our 40 years of experience with testing of new concepts and products. It is designed to provide key measures, quickly, at a low cost.
Contact us today to get started with your concept test.
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