Forget artificial concept testing and purchase intent surveys. Instead, measure concept engagement. Evaluate your new products in a simulated e-commerce environment—more like how people review products and make buying decisions today.
Measure engagement behaviors, not just responses
Determine which concepts are the strongest
Evaluate concepts against a competitive set
Identify aspects that are most engaging and why
Improve online sales by optimizing the imagery and copy
Chooseology in New Product Development
4 Ways to Learn More About Chooseology
What Respondents are Saying About Chooseology
How Respondents Rate the Chooseology Experience
96
Extremely Positive
The Science Behind Chooseology
Unlike traditional purchase intent surveys, which rely on respondent’s intentions, Chooseology measures behaviors in the form of concept engagement. E-commerce research has demonstrated interest in an idea can be gauged based on the actions respondents take to learn about it.
For example, in some product categories, research has shown the more a respondent engages with online content, the more likely they are to make a purchase.
Chooseology models the familiar online shopping experience and measures respondent behaviors, giving you more reliable information to help you pick the right opportunities.
Chooseology measures 10 engagement parameters, including:
- Number of times a concept was the first, second, or third pick to the shopping cart
- Number of times a concept was “purchased”
- Time taken to make a choice between options
- Total time spent reviewing the concept
- And more
There is a strong correlation between features selected on an automobile manufacturer’s website, and the features in the automobile actually purchased at the dealership.
Correlation Analysis Between Customer’s Behavior on Website and Actual Purchase, Honda Motor Company and University of Tsukuba, Japan
Correlation Analysis Between Customer’s Behavior on Website and Actual Purchase, Honda Motor Company and University of Tsukuba, Japan
Purchasers engage in higher-effort actions on e-commerce sites.
Understanding Behaviors that Lead to Purchasing, Stanford
Understanding Behaviors that Lead to Purchasing, Stanford
There is a 0.6 correlation between time spent on a website and conversion rate. There is a 0.25 correlation between pages per session and conversion rate.
2017 e-commerce Report / Wolfgang Digital
2017 e-commerce Report / Wolfgang Digital
Who is Chooseology For?
Product developers.
Product managers.
Product engineers.
Marketing managers.
Insights professionals.
In short, Chooseology is for any decision-maker who recognizes the shortcomings of traditional surveys, needs clearer direction on which new product concepts to advance, or wants a better way to improve presence in online selling channels.
- More agile and cost-effective solution than surveys
- You choose the level of service that best fits your needs
How Does Chooseology Work?
It’s Easy & Fast
- Respondents visit a simulated e-commerce site. Screening questions can be included before respondents enter the simulator.
- Respondents are asked to shop as they normally would.
- Results are recorded in real time.
- After the simulator experience, custom survey questions can be included to provide even more data.
- Qualitative research can easily be incorporated before, during, or after the simulation.
- Category users are recruited from any sample source. You can use your own list, source your own list, or work with our team to source one.
- Setup is simple. You can set the site up yourself, or work with our team.
- There is no limit to the number of concepts. You can program custom sort and filtering variables just as you would use on a real e-commerce site.
Other Benefits
- Measuring concept engagement is more insightful than purchase intent, which has a very low correlation to actual purchase.
- Provides significantly more feedback versus conventional approaches — better option for smaller sample size studies.
- Supports the best practice of testing a range of concepts to identify the winner among different options.
- Alternative to e-commerce transaction tests, which are difficult to deploy, not confidential, could disappoint customers, and are biased toward “brand fans.”
- Supports monadic and sequential monadic study designs.
- The backend and user interface is customizable to most languages.
For durable goods, purchase intentions have a positive, but weak relationship with purchasing behavior.
Consumers’ Purchase Intentions and Their Behaviors, Morwitz, et al.
Consumers’ Purchase Intentions and Their Behaviors, Morwitz, et al.
Purchase intentions are more highly correlated with purchasing for existing (r=0.75) than for new products (r=0.18).
Consumers’ Purchase Intentions and Their Behaviors, Morwitz, et al.
Consumers’ Purchase Intentions and Their Behaviors, Morwitz, et al.
How Much Does Chooseology Cost?
Our goal is to offer you an affordable and flexible option to meet your needs. Contact us to discuss pricing.
I Have a Potential Project!
That’s great news! Contact our program manager so we can fully understand your needs and expectations.
In the meantime, think through these items.
- Do you want to evaluate your concept in a competitive lineup, or do you want to evaluate which concept variant has the greatest potential?
- How many concepts do you want to test?
- Do you want to price the concepts?
- What ideas do you have on reaching the target user?
- Beyond the simulator, what else would you like to know?
