Concept Testing

/Concept Testing

QualQuant ‘Concept Excellence’ – Concept Test / Improvement

- Download Booklet – Case Studies

- Download Article – ‘Characteristic of a High Market Potential Concept’

Deploying scientific & psychological methods to….

Identifying the high market potential (winning) concept &
Improving winning concept to enhance market potential

QualQuant Concept Excellence is an one study integrated QualQuant concept test, screen and improvement solution. Our patented consumer to consumer consensus building approach identifies the high market potential (winning) concept and provides insights to enhance the market potential of the winning concept.

The Final Deliverable…

Identifying and improving winning concept that has the characteristics of high market potential.
A concept that will penetrate the market overcoming barriers/turn offs and meeting expectations.

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QQS Concept Excellence – Taking Research to the Next level
Our Scientific Methodology (Unique & Different)

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Type of Concepts Tested & Improved

  • Product
  • Prototypes
  • Ad creative(s)
  • Brand positioning
  • Brand statements (taglines)
  • New service concepts
  • New customer experiences

 

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Meet Our Experts


Request a demo by telephone

Hemen Patel : 201-665-6465
hemenpatel@qualquantsignals.com

Kimberly Marsh : 201-665-6467
kimberly@qualquantsignals.com

William Lopez : 786-360-2881
william@qualquantsignals.com

QualQuant Signals Value

Innovative
Unique & Different
Exceed Expectations
We become a part of your team & vision.
The QQS Team
We are passionate and work to make sure we bring success.

Concept Excellence Capabilities

Concept Ideation

Provides ‘Expectations’ based predictive ideas to create prototype concepts. Different product features, benefits, messages, packages, illustrations, imagery, etc., can represent thousands of possible concepts. Concept Ideation generates subsets of all possibilities to predict the consumer appeal of the combination of concept elements.

Idea Prioritization

The QualQuant Signals proprietary ‘Adaptive Screening’ system screens and evaluates sets or batches of early-stage new product concepts (ideas). You have lots of great ideas, but which ones have the best chance of success? QQS quickly and accurately gives you the answers you need. With QQS screen and validate ideas early in development at a fraction of the cost of conventional approaches. From concept to results in days instead of weeks.

Concept Optimize

Get a quick audit for early-stage product concepts. The predictive ideas/insights will give you a clear target of customer’s expectations, so you can refine the new product concept to improve its chances of success—before going to a full-blown, predictive concept test. The QQS Quick Audit x-rays the customer’s receptivity level from different angles to cover all bases to validate and enhance concept for the next level. QQS provides a micro audit of the concept telling you which specific elements of the concept influences most, builds barriers to purchase, delivers functional and emotional benefits, etc.

Concept Test

An online scientific QualQuant customer collaboration approach to test and improve concepts. Our ‘Expectations’ based framweork provides a very clear direction of setting up the concept for success. Our multi-dimensional analysis helps guide the concept to succeed at every stage of the ‘Path to Brand Loyalty/Advocacy’. QQS Concept Excellence provides a clear cut direction of what enhancements need to be made to be visible, unique and more valuable, fit to be the best fit brand, overcome purchase barriers and drive loyalty/advocacy. We set you up not for customers but for creating BRAND AGENTS.

 

Expectations Based Predictive Ideas / Insights @ Work

Vertical: Food & Beverage

Objective: Develop concept to penetrate competitive customers. Test, screen and develop 3 potential concepts from eight existing concepts developed.

Result: A new coffee brand was being introduced within a crowded category. To penetrate into competitive users, it was necessary to test & identify improvement opportunities across eight concepts to develop 3 final concepts that would promote interest and trial. The final concepts had to be very compelling and persuasive to penetrate competitive customers. In order to be very effective, it was necessary to understand the category and the customer as the central point of focus.

QualQuant Signals implemented the QQS ‘Concept Excellence’ an integrated QualQuant customer collaboration solution to develop the final three concepts. The concept test approach had two sections – 1. Post concept exposure quantitative evaluation and, 2. QualQuant sessions (concept improvement phase). The main objective of the QualQuant improvement sessions was to identify for each concept the strengths, opportunities, barriers and unmet needs. The concepts went through the following expectations based evaluations..
1. Elements about the concept that promotes interest / trial
2. Elements about the concept that are potential barriers to interest / trial
3. Any features that are missing
4. Product experiences that would drive loyalty

QualQuant ‘Concept Excellence’ based on customer expectations developed the final three refined concepts based on the screening of eight concepts. The final three concepts were developed based on building of off the strengths, filling the gaps (missing features), removing purchase barriers and adding elements that build a sense of loyalty.

QQS Patented Process: The Concept Improvement Phase -> QualQuant Signals delivered expectations based predictive ideas/insights (concept improvement ideas) by having customers submit ideas/insights followed by asking them to evaluate (select/rate) insights submitted by others. The QQS innovation team using our proprietary analytical plan identified many gaps leading to concept improvements.

Vertical: Food & Beverage

Objective: Enhance product packaging concept to increase customer acceptance. Test & improve to develop a better performing packaging concept.

Result: Packaging concepts of a performance based snack bar underwent a concept test which reported trial interest below average among the general population, parents and their children ages 6-14. All other research reported positive signals towards product acceptance. The key question that needed to be answered was – Is it the product or packaging that suddenly decreased trial interest?

QualQuant Signals implemented the QQS ‘Concept Excellence’ an integrated QualQuant customer collaboration solution to evaluate & improve the packaging concept to improve trial interest. The concept test approach had two sections – 1. Post concept exposure quantitative evaluation and, 2. QualQuant sessions (concept improvement phase). The main objective of the QualQuant improvement sessions was to identify the strengths, opportunities, barriers and unmet needs. The concepts went through the following evaluations.
1. Elements about the concept that promotes trial/intent
2. Elements about the concept that are potential barriers to trial/intent
3. Any type of information on the packaging that is missing
4. Visual improvements within the packaging

QualQuant ‘Concept Excellence’ based on amplified customer expectations provided directions to improve the packaging based on leveraging strengths, filling the gaps (missing features), removing purchase barriers and adding visual elements that would be more influential. The improved packaging was re-tested where there were significant lifts in trial interest and frequency of purchase.

QQS Patented Process: The Concept Improvement Phase -> QualQuant Signals delivered expectations based predictive ideas/insights (packaging improvement ideas) by having customers submit ideas/insights followed by asking them to evaluate (select/rate) insights submitted by others. The QQS innovation team using our proprietary analytical plan identified many gaps leading to concept improvements.

Vertical: Travel & Hospitality

Objective: Do customers understand the cruise terms based on our internal perceptions? To test and improve key revenue generating cruise terms.

Result: One of the main marketing elements of the cruise vacation industry are the cruise terms. It is important for customers to perceive the cruise terms correctly as it relates to revenue generation. Previous research findings indicated that there was a disconnect between how customers understood the terms and the actual meaning. There were 50 cruise terms that needed to be evaluated and scored based on the level of perceiving the terms correctly.

QualQuant Signals implemented the QQS ‘Concept Excellence’ integrated QualQuant customer collaboration solution to evaluate the 50 terms. Each customer was presented 7 terms and for each term were asked to express their perceptions (integrated QualQuant session) followed by agreeing or disagreeing to perceptions submitted by other customers. Example question…
1. When you think of pre-boarding arrangements, what comes to your mind?

QualQuant ‘Concept Excellence’ analyzed each term and identified the terms that were misperceived filtered by segment groups. Recommendations were provided with regards to directions on how to make the terms simple to understand within the marketing messages across various touch points.

QQS Patented Process: The Concept Improvement Phase -> QualQuant Signals helped identify the critical terms by having customers submit their perceptions for each term presented followed by asking them to evaluate (select/rate) insights submitted by others. The QQS innovation team using our proprietary analytical plan identified many gaps leading to improvements of cruise terms.

Vertical: Auto

Objective: Innovate to develop the next generation online ‘Car Configurator’ by screening & enhancing prototypes to develop an effective concept.

Result: An auto company was in the process of redesigning the ‘Car Configurator’ feature of the website. The car configurator is an important sales tool that provides the ability to personalize the car delivering a virtual shopping experience. Previous research findings highlighted usability frustrations and not deliver in the information required. There were five prototype pages developed that needed to be screened for enhancements.

QualQuant Signals implemented the QQS ‘Concept Excellence’ integrated QualQuant customer collaboration solution to develop final concepts. Each concept was evaluated for layout of navigation, layout of page, value of content, etc. The quantitative evaluation was followed by QualQuant sessions where customers submitted and rated other customer’s ideas/insights to improve the car configurator. Ideas/Insights were collected for the following…
1. Most influential elements of the page that encourages to configure car
2. Elements that turn you away from configuring the car
3. Most valuable elements within the car configurator that helps you make a final decision

QualQuant ‘Concept Excellence’ based on customer expectations provided a blueprint for the development of the final concept based on taking the strengths, barriers and opportunities from all concepts aggregated.

QQS Patented Process: The Concept Improvement Phase -> QualQuant Signals delivered expectations based predictive ideas/insights (product improvement ideas) by having customers submit ideas/insights followed by asking them to evaluate (select/rate) insights submitted by others. The QQS innovation team using our proprietary analytical plan identified many gaps leading to concept improvements.


 

QualQuant Signals Patent – Innovative, Unique & Different

Predictive Ideas/Insights

Presented the visual illustration of the QualQuant Signals customer collaboration process.

Meet or Exceed Expectations

Our ‘Expectations’ based framework brings out the outcome based probability of an idea/insight.

Game Changing Process

QualQuant Signals is scientifically designed by applying principles to deliver quality ideas/insights.

Why Choose Us

  • Patented Integrated Qualitative/Quantitative
  • Scientific Customer Collaboration Process
  • Predictive Ideas/Insights (Customer Signals) That WORK
  • An Innovative, Unique & Different Approach to Uncover Customer Signals
  • QualQuant Signals Brings You Very Close to Your Customer's Expectations

Customer Signals Picked Up

I reviewed with the Nexxus team and we think this report is excellent! We would like to schedule time in January for you to walk us through it. We also would like to have our agencies on the phone, since they manage our communication and content strategies. I sent it to the TRESemmé team. I really think they will be interested in doing a similar project.
Stephen Strong, Unilever

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