Concept Testing

“We love this ad. But what will consumers think?”

Market testing a new concept, brand position, or advertisement with the intended audience can help avoid serious missteps. Often, those developing creative content are too close to the product to see its flaws.

Market testing brand position, messaging, or advertisements with the intended audience can help avoid serious missteps. Often, those developing creative content are too close to the product to see its flaws.

The Risk of Skipping Concept Testing – Case Study

Peloton released an ad for an indoor bike that depicted a young and fit wife receiving an exercise bike from her husband for Christmas. She proceeds to film herself biking for the next year and thanks him for how much it has changed her. The ad became the talk of Twittersphere with heated debates between those who found it demeaning to women and those who wouldn’t mind having a Peloton bike for Christmas no matter who gifted it. As for Peloton, they “apologized” for viewers misunderstanding their ad and shared emails they received in support, but never mentioned how their market testing went before they decided to air the ad. It is likely that simple message testing would have avoided the subsequent drop in their stock.

How Companies Succeed with Concept Testing – Case Study

4 Rivers, a Bar-B-Que restaurant group based in Central Florida, engaged Integrated Insight to develop insight around potential brand positioning statements. Given their 10th anniversary was on the horizon, the team wondered if there was value in advertising their humble beginnings or sharing the community involvement they have had from the start. While both the story and commitment were of interest to consumers, neither was as compelling as ad copy focused on the consumer themselves – what THEY were looking for in great Bar-B-Que. This led 4 Rivers to share the story and commitment through in-store literature versus dedicated advertising.

When to Perform Concept Testing

Concept testing is critical when:

– You know that second guessing consumers is risky.

– You and your team are too close to the new concept and have too much invested to be objective.

– You and those around you are not reflective of the intended audience.

– You want to get it right the first time and avoid expensive and time-consuming mistakes.

The Integrated Insight Difference

– Depending on your objectives and budget, we can determine the best approach between qualitative and quantitative research.

– Our in-house moderators can conduct research wherever it makes sense to do so. We’ve done in-depth interviews and focus groups in theme parks, cruise ships, train stations, and yes, in focus group facilities.

– Our quantitative research is designed to solicit deep insights. While others may shy away from open end questions due to the need to code them, we find them incredibly insightful if structured properly.

– We are adept at making changes on the fly. We understand that developing new concepts is fluid and the research needs to be as well.

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