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Concept, Product and Packing Tests

With increasingly market savvy consumers, markets have become more dynamic and competition more challenging. Hence products require continuous innovations to respond and keep pace with ever-changing consumer expectations.

Concept, product and package tests are essential tools for gaging consumer reactions and ensure product survival and success, both for new propositions as well as for updating established products and services.

Concept testing
It is common knowledge that less than one in one hundred product or service propositions turn into successful product launches. Concept tests contribute to reduce uncertainty regarding comprehension and acceptance of a new product or service proposition or the modification of a currently existing one.

Concept tests contribute to:
  • Confirm comprehension and acceptance
  • Determine uniqueness
  • Provides recommendations on modifications and improvements
  • Initially measures trial and adoption intent

Product testing
Product testing permits to gauge initial product acceptance and its coherence with the product concept.

Product testing enables to assess acceptance of new products or services, as well as possible modifications on established ones.

Product testing contributes to measure:
  • Product - Concept coherence
  • Product differentiation
  • Elicit suggestions for modifications or improvements
  • Measure purchase intent and willingness to recommend

Package testing
Package testing appraises the proposed product presentation within the context of consumer expectations.

Packaging design or its modification, either in shape, size, composition or visual image has a corresponding impact on product and brand positioning, image and purchase intent.

Package testing contributes to establish:
  • Coherence between presentation, product and concept attributes
  • Acceptance or rejection of its characteristics
  • Impact on brand image
  • Purchase intent

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