Developing a new product, service or a new offering involves tough decisions – positioning, price, features, investments…
A concept test allows you to gauge your target audience’s reaction before launch. You’ll see how appealing and clear your concept is, which elements are convincing and which features add little or no value.
This enables you to make product and marketing decisions based on data rather than assumptions.
For more complex concepts, we can employ advanced analytical methods, such as the Kano model, which allows us to distinguish between:
Avoid investing in features with no strategic impact.
→ (Lien vers article blog : What is the Kano model?))
A retail brand wanted to test various ideas for product development.
The concept test identified:
Based on these insights, the company was able to prioritise its investments and abandon certain avenues before they reached production, significantly reducing launch risk.
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