C O N C E P T T E S T I N G
KEY PERFORMANCE INDICATORS
Needs-gap index (perceived match against important attributes)
Most likely to consider
Likes/dislikes (open enders)
Impact on brand perceptions / fit with brand
Likelihood to use / most likely to use
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
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