New Product Testing

“I have a recurring nightmare about becoming the next case study on new product failures. How do I make it stop?”

There’s always risk associated with introducing a new product or service. Concept testing is the process of getting an idea evaluated by your target audience before it becomes available to the public and significant investments occur. Getting feedback directly from your target market can help ensure the success of a new concept.

There’s always risk associated with introducing a new product or service. Concept testing is the process of vetting an idea with your target audience before it becomes available to the public and significant investments occur. Getting feedback directly from your target market can help ensure the success of a new concept.

When a Bad Idea Moves Forward It can be Costly – Case Study

Too often, businesses skip concept testing and go with their gut instead. The Hard Rock Theme Park opened in Myrtle Beach, South Carolina with an investment of $400M at the time. Six months later, it closed. Management failed to research the market, the site, or the concept, and ignored numerous industry experts who raised red flags and turned down offers to participate.

How Companies Succeed with Concept Testing Before Investment – Case Study

Lego, founded in 1932, is now one of the world’s most powerful brands after one of the greatest turnarounds in history. Much of their newfound success can be attributed to their dedication to new product research and concept testing. Lego conducts more ethnographic research with children than anyone in the world, and spent a staggering four years researching Lego Friends, their product line primarily targeting girls. The result was a successful product that helped revive the company.

When to Perform New Product Testing

Concept testing can be effective in many disciplines. The key is to test before significant investments occur.

– New products, facilities, packaging, and services

– Brand messaging and advertising tactics

– Name and logo testing

– Pricing and incentive structures

– Website development

The Integrated Insight Difference

– We lead with the consumer in everything we do. Performing decades of consumer research has made us humble and aware of the risk of second guessing consumer preferences.

– Our full-service research capability allows us to quickly conduct custom qualitative and quantitative research. Research design, programming and fielding, analysis, and insightful reporting are all accomplished internally by our seasoned research team.

– We measure appeal, intent to purchase, and willingness to pay with your defined target audience. Our research is custom built, which provides the opportunity to learn a little more about your target consumer and test brand positioning and messaging. Through a liberal use of open-end survey questions, we understand why consumers respond the way they do, which can be used to tweak products or services to maximize appeal.

– We have perfected the art and science of calibrating demand (see Demand and Revenue Forecasting) and it begins with strategic insertion of critical questions in the research. Understanding consumer’s self-stated past behavior and future intentions not only for your concept but also direct and indirect competitors, provides a lens into potential risk or upside.

Need to conduct new product testing?

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