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Launching a new product is risky. A good idea doesn’t necessarily translate into a good consumer product; changing market variables makes knowing what any single market segment might want and/or need at any given time a very hard endeavor. Throw in the multitude of segments that always exists in every industry, and it becomes impossible. The only way for companies to reduce the inherent risks of bringing a new concept to market is for them to ask the right concept testing questions before they attempt an actual product launch. Take a look at some of the concept testing questions you need to be asking consumers before you sign off on any new product reveal:
First and foremost, companies need to know if their product concept provides value to consumers. Would they buy it? Thus, start your concept testing questions off with a simple question: “How likely are you to purchase this product?” Describe your product concept, and then ask people if they actually have a need for it which would lead them to make a purchase.
Of course, you need to explore why consumers would or would not want to use your product. A mixture of both qualitative and quantitative concept testing questions (i.e., both close-ended and open-ended questions) can be utilized to better explore the product features that offer the most advantages to consumers. With feedback you are better equipped to understand which features can/should be maximized and which ones could be reimagined or removed. Not only will this improve the overall product concept, it can help inform your marketing practices by pinpointing features to highlight in packaging, content material, advertising campaigns, etc.
You also need to gauge consumer thoughts to see if the proposed price of your concept matches its potential value to consumers. The following concept testing questions (and more) can help shed light on the perceived value of your concept in regards to its pricing:
Successful launches deliver products with a unique value proposition, addressing a market need that other products from other brands can’t or don’t. Probing for information about potential competitors for your proposed product will enable you to position your product in the market to take advantage of their products’ deficiencies, as well as your own product’s uniqueness.
Finally, end your concept testing questions with a simple, “Would you recommend this product to others? Why or why not?” Unprompted conversation amongst consumers — so-called word-of-mouth marketing — is often the best way to garner public interest in new offerings and make a sale. Using concept testing to figure out if your product would be talked about favorably (or not) can give insight into its perceived value and the interest it might generate when it actually reaches the market!
Concept testing questions are valuable market research tools. To learn more about using concept testing for your next product development project, please contact our team of research experts at Research America.