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Concept Testing has Gone to the Dogs!

By June 18, 2021Concept Testing

Learn more about how a pet products manufacturer used Chooseology and Concept Engagement metrics to build a more robust business case and better position its product for success.

A lot is on the line to ensure you advance the ideas and concepts with the greatest potential through your innovation pipeline. For data driven organizations, the mainstay has been the traditional concept test and purchase intent survey; however, these methods sometimes lead to results that are inconclusive and may not reflect true purchase behavior.

To create a more effective tool, we decided that instead of measuring purchase intent, we would look at Concept Engagement. The idea of Concept Engagement was inspired by a client who sought a way to capture richer and more conclusive data in concept tests. They sought tools that were more predictive of consumer behavior and felt a simulated shopping exercise would be a step in the right direction. The client considered e-commerce transaction tests but was very concerned about revealing too much to the competition.

Concept Engagement models the familiar online shopping experience and measure respondents’ behaviors, giving you more reliable information to pick the right opportunities. Important metrics in evaluating concepts include “first look” (the concept selected first upon entering Chooseology, the item chosen, time to make a choice, and total time spent reviewing a concept.

There is growing evidence that actions equate to interest. According to a study commissioned by Honda Motor Company there is a strong correlation between the features researched on a manufacturer’s website and the features in the automobile purchased. In a Stanford University study, researchers concluded online purchasers engage in higher-effort actions than non-purchasers. A study by a digital marketing agency concluded there is a 0.6 correlation between time spent on a website and conversion rate and a 0.25 correlation between pages per session and conversion rate.

To prove the idea that measuring Concept Engagement could yield richer and more conclusive data, we conducted an experiment with a manufacturer of pet training products. Test A was a traditional monadic concept test using purchase intent as the primary metric. Test B was based on measuring Concept Engagement in Chooseology.

Compared to the traditional approach, results from Chooseology were more conclusive and actionable. Click here to access the case study.

For our industry, these are indeed exciting times as we witness a proliferation of techniques to add to our toolkit. Measuring Concept Engagement is gaining ground as clients (and consumers) appreciate that products are being tested in a realistic environment. For decision makers and non-researchers, the data is far more relatable and actionable. Also encouraging is the tremendous response from respondents. To date, 96% of study respondents rate this survey experience extremely or very positive.

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