A concept test is a study in which potential customers or users are asked about an idea that has not yet been realised. The aim is to gain insights into how an idea is perceived, whether it is understandable and whether it encourages potential purchases or use.

Concept testing does not necessarily involve testing a comprehensive product concept. Each idea in the development process is considered an individual concept. Concept testing can help with design decisions, provide information on pricing or check marketing strategies.

Possible test areas and questions are:

• Product or services: What are the specific benefits of my product idea?
• Brand: What dimensions of meaning and image does the concept convey? How does it present itself in the competitive environment?
• Target group: Who are the potential customers of my idea?
• Pricing: How much are customers or users willing to pay?

In order to develop, evaluate and efficiently optimise concepts in practice, we offer a wide range of research solutions: from tried and tested classic focus groups to multi-stage, modular procedures.

Opportunities to develop and test concepts:

Co-creation with you and your consumer:s to develop concepts together. This exciting process takes place iteratively over an agreed period of time and can take place both online and offline.

Concept labs as an iterative process in which focus groups with consumers and working groups with you and your project team alternate. Concept labs are demanding and require the active participation of the entire team. Nevertheless, they are extremely time-efficient and can be carried out in 1-2 days.

Concept weekend is a qualitative online review of concept ideas to get initial feedback on concepts in a short period of time. The method consists of group chats with potential consumers that provide an initial concept evaluation, followed by a discussion forum over the weekend to further explore the topics mentioned.  

Quantitative concept tests are used to determine the attractiveness and market opportunities of concepts as well as optimisation potential based on a large sample. They make it possible to identify concepts within the target group, determine price limits or define the ideal concept configuration.  

GIM InCoDe™ (for Integrated Concept Development) is a multi-stage method in which we combine the generation of ideas, concept development and concept testing in a single approach. GIM InCoDe™ can be used in both national and international studies.

Visualisation is particularly important for product ideas that are difficult to describe verbally. In such cases, we immerse ourselves in the visual imagination of your customers together with a professional draughtsman. This makes it possible to visualise individual ideas and discuss them together.

Every concept test requires a well-written concept. We teach you and your team professional concept writing in individual training sessions.  

We have been using a tried-and-tested system for almost 40 years: a clearly structured text matrix that describes the idea behind your product. It contains the convincing elements Insight, Benefit and Reason to believe.  

Insight, clarifies the question of why the customer needs the product. What problems do consumers have that can be solved with the product? Statements are written from the perspective of the potential customer and relate to the consumer's world.  

Benefit describes what is promised to the customer by the product. What does the new product do for the consumer? The benefit is nothing other than the solution to the potential customer's problem.

Reason to believe is the proof for consumers that they will receive the promised benefit from the new product. The proof can be functional or emotional. It includes corresponding product features, special ingredients or new technologies.

Writing good concepts can be difficult. We help you to avoid typical pitfalls - for a successful and meaningful concept. We offer professional training courses to help you learn the basics of concept writing.  

In one to two-day workshops, we teach you the basic structure of a concept as well as the most important stumbling blocks and lessons learnt when writing a concept. We also offer you the opportunity to test your concept in practice by combining the workshop with group discussions from your target group.

Our concept training programmes include the following modules:

1. analysis of your existing concepts

2. theoretical basics of concept writing

3. practical skills: Working on specific case studies

Our aim is to provide you with a solid foundation for consistent and competent concept work in the future.