In concept tests we examine the reception of a brand new product/service not known by consumers or an existing product/service some parameters of which have been modified or further developed prior to its actual launch.

In the survey chosen members of the target group encounter the product or service or some of its – improved – features (e.g. taste, packaging) and they state their opinions on the basis of this experience. Based on the results of a concept test appropriately prepared and carried out, the client can draw conclusions concerning consumers’ future responses and attitudes after launch therefore they have the possibility to decide to introduce the product/service to the market, to cancel/postpone launch or to alter the conditions of launch. Concept tests can focus on the whole of the product/service or different parameters: they can survey a product feature (taste test, smell test), packaging (packaging test) or focus on the price of the product/service (price test).

During the survey results can be achieved by both qualitative and quantitative methods – and of course a combination of the two techniques is possible as well. The procedure that best serves the purpose is determined by the nature of the product/service, the features of the target group and the depth of the data required.

Quantitative data collection (questionnaire surveys) has the advantage that the opinions of a larger sample of the target group can be obtained and the survey provides numerical data. However, due to the limits of the method it cannot be applied in case of every product/service; besides, standard questionnaire surveys are less sufficient for deeper research on hidden reasons. Nevertheless, questionnaire surveys can be applied for the so-called conjoint analysis: here respondents assess several concepts showing differences in product features, which make it possible to determine the absolute and relative importance of product features and the ideal product concept.

Deeper reasons and connections behind the acceptance or rejection of product concepts/features and target groups’ attitudes to a product or service can be measured most efficiently by focus group discussions. Though these interviews do not result in numerical data, they can provide important information on the expectable success of launch, furthermore following the quantitative stage and aware of its results they can shed light on motives behind the figures.

Among concept tests in-hall tests play an important role. During these tests randomly chosen members of the target group state their opinion after getting acquainted with a new or modified product – usually by filling in a short questionnaire.

In case of concept tests as a target group survey, NRC recommends online data collection in all cases where internet penetration among the basic population examined exceeds 50 per cent (young people, those with high status, users of certain products/services) and the use of internet itself cannot cause bias in answers and the area of the survey makes the use of direct fill-in online tests possible. Online questioning is an efficient means in all cases where the subject of the survey can be presented in the form of texts or images. Testing service packages can be carried out online as simple packaging tests presenting the product visually; compared to traditional in-hall tests they provide valuable information based on a substantially larger sample, they are faster and more cost-effective as well.

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