Screen new product concepts to reduce launch risk

Published by Staff author in Concept test · 5 August 2022
Tags: New, product, concept, screening, business, concept, screening

Are you trying to decide between alternative product concepts or business ideas? Avoid the mistake of choosing a concept based on your own opinion or even the opinions of colleagues and family; because in all likelihood you’ll get the wrong feedback. Not only are they unlikely to be representative of the broader market, they also have a relationship with you which influences feedback, and this might be entirely unconscious. It is far better to get feedback from a larger group of consumers who have no connection to you or your business.

Getting a concept wrong can result in lost R&D investments and marketing costs.

Acentric provides an easy, low cost solution in the form of the Concept Screener Survey module. Up to seven alternatives (including your existing item for comparison) can be included in the survey.

The survey is templated and ready to go. Your survey is sent to survey participants who then rate your alternatives. The order of alternatives is automatically changed for each participant to cancel out the effect of order bias.

The report you’ll receive ranks the concepts, from best to worst, on purchase intent. Each alternative is compared to the existing alternative to determine if it is an improvement or worse than the existing alternative. Analysis and report production is mostly automated to speed-up turnaround.

In addition, survey participants provide three key diagnostic ratings: uniqueness, liking and brand fit. The diagnostic scores for each new alternative are compared to the existing alternative on each diagnostic.

To launch, simply click on modules, find the Concept Screener Module, click on details to read more, then click on create now to provide a few details – including the alternatives you want tested – in the form of image files (ensuring the first one is the existing or benchmark design).