In-Depth Concept Testing

New ideas are the hallmark of innovation. But your ideas must be spot on – optimization is key.

In-Depth Concept Testing

What is MarketLens In-Depth Concept Testing?

It’s a 20-minute online survey with a monadic design span evaluates your top concepts with hundreds of customers. Database comparisons and volumetric forecasting is also available.

Results Available: Topline Results Available 2 Days After Fielding

Full Results Available: Full Results Available 5 Days After Fielding

What is included

Written Summary

Power Summary

Key Performance Metrics

Attribute Associations

Key Drivers Analysis

Importance vs Performance Matrix

Heat Map

Intent Diagnostics

Intender Profile

In Detail

In Detail

Power Summary

Power Summary

Obtain a thorough overview of your concepts’ performance.

Key Performance Metrics

Key Performance Metrics

Evaluate your concepts on key performance metrics such as Overall Appeal, Purchase Intent, Uniqueness, Price Value, Brand Fit, Relevance, Believability, and Unmet Need Fulfillment. You also can add up to 14 additional attributes of your choice.

Key Drivers Analysis

Key Drivers Analysis

Explore how important attributes are to driving overall performance through correlation analysis. This helps you prioritize areas for improvement.

Importance vs Performance Matrix

Importance vs Performance Matrix

Examine attribute importance and performance simultaneously to determine and prioritize strengths and weaknesses of your concepts.

Heat Map

Heat Map

Obtain detailed, visual feedback about likes and dislikes for your concepts.

Intent Diagnostics

Intent Diagnostics

Understand what is driving or holding back purchase intent via verbatims analyses of likes and dislikes.

Intender Profile

Intender Profile

See the demographics and category purchasing behavior of respondents who are most likely to buy your concepts.

success story

How a Leading Beverage Company Optimized its Limited Time Offerings (LTOs).

After years of unsuccessfully launching LTOs, a leading beverage company wanted to figure out how to do it right. Lured by the appeal of enticing customers to come through its doors with sporadic offers, the company wanted to optimize its products.  MarketLens In-Depth Concept Testing evaluated multiple LTO options and provided robust feedback on consumers reactions to them. Heat maps, intender profiles, verbatim analysis, and attribute ratings enabled the company to figure out how they needed to change their LTOs to make them successful.  By adapting to customer feedback, the company effectively kept its brand in the forefront of consumers’ minds when the LTOs were launched.

What our Clients Say

Frequently Asked Questionsabout In-Depth Concept Testing

We design a screener to recruit respondents that are most relevant to you. Typically, this includes the general population or category users.

MarketLens In-Depth Concept Testing gives you pivotal direction on how to reshape and refine your concepts, so they can reach their full potential.

We recommend a sample size of 200 per concept, but we adjust to fit your needs.

We recommend a small number of concepts. Each respondent usually evaluates 1 concept, so we adjust the total base size accordingly.

Your concepts can be evaluated in any format – picture, text, or video.

Yes. We recommend testing the concept unpriced first, then testing it priced later in the questionnaire. This enables you to ask a series of price-expectation questions.

Yes. We have professional moderators that can help you optimize your creative qualitatively through in-depth interviews and focus groups.

Absolutely. We give you exact words, not just coded responses.

Yes, these are optional features that we provide.

Insights

In-Depth Concept Testing Insights

How do you test your concepts?

How do you test your concepts?

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Let’s Innovate

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