Blue to Cream Gradient

C O N C E P T   T E S T I N G

CONCEPT TESTING

KEY PERFORMANCE INDICATORS

  • Perceived attributes

  • Needs-gap index (perceived match against important attributes)

  • Consideration

  • Most likely to consider

  • Likes/dislikes (open enders)

POSITIONING

  •  Relevance

  • Impact on brand perceptions / fit with brand

  • Likelihood to use / most likely to use

  •  Needs/gap index

  •  Likes/dislikes (OE)

OUTPUTS

  • IDEA consolidated INDEX

  • Individual mean scores-relative to NORMS or benchmarks

  • Analysis of demographics MOST interested in concept

  • Analysis of IDEA measures within demographic groups

RESULTS

  • What is % level of interest?

  • What is profile of THOSE INTERESTED?

  • What are KEY BENEFITS?

  • How much PRICE SENSITIVITY is there, or those interested?

  • Sample size: N = 500