Tips for developing a concept test survey
The most straightforward way to test concepts is using surveys. Online surveys gather feedback quickly and give businesses a good grasp on how their audiences feel. Further, online surveys allow businesses to make data-driven decisions and move forward with confidence. Here are four tips for developing an effective concept testing survey.
1. Establish goals.
Researchers must first establish goals in order to design the concept testing survey. Choose which elements of the concept need to be evaluated, such as a specific product feature or a design theme. Narrowing down the elements that need to be evaluated will make the process smoother and simpler. From there, researchers can choose the right survey methodology.
2. Pick the right survey methodology.
Depending on how many concepts need to be tested and the way in which the researcher wants them to be evaluated, different methods may be chosen. Here is a breakdown of possible options:
- Single concept evaluation (monadic). This method is used to assess a singular concept in its entirety.
- Multi-concept evaluation (sequential monadic). Respondents evaluate multiple concepts in one survey.
- Concept selection (comparative). Concept selection presents respondents with multiple concepts and asks them to choose their favorite.
- Concept selection and evaluation (comparative monadic). This method is a combination of multi-concept evaluation and concept selection. Respondents choose their favorite concept and then complete a thorough evaluation of that concept.
3. Clearly convey the concept to respondents.
The quality of a concept testing survey greatly relies on how the concept is presented. It is important to present the concept in a straightforward and easy-to-understand format so that respondents’ true opinions and feedback can shine through.
4. Diversify the question formats.
In a concept testing survey, it is important to ask different types of questions to optimize the results. Here are a variety of question formats and how they can be used in a concept testing survey. Choice questions.
- Very unappealing
- Somewhat unappealing
- Neither appealing nor unappealing
- Somewhat appealing
- Very appealing
A choice question such as this one displays the general interest in the concept. Additionally, the data gathered from this question is easy to organize and analyze. Open-ended questions.Open-ended questions give researchers deep insight into how the audience is feeling. These questions allow respondents to explain themselves in their own words.
- Very unlikely
- Somewhat unlikely
- Neither likely nor unlikely
- Somewhat likely
- Very likely
[If likely] What are some specific reasons why you are likely to purchase (this product)? [Text box]The responses to these questions can be used to learn whether respondents like the concept enough to buy it, and their reasoning.
Concept research delivers insights
Product or service concept research is essential to a successful launch, and can deliver the best possible insights through a combination of setting realistic goals and choosing the best methodology to achieve them, clearly conveying the concept and asking the right set of properly diversified questions.