Concept Testing

• Benefits
  • Increase the odds of success
  • Explore different benefits or value proposition to help discern which of many ideas is most motivating for your target customer.
  • Identify product weakness and strengths
  • Can help you choose most important features to include.
• Sample components
  • Support visual that helps summarize the concept
  • Main heading should capture the big idea of your brand
  • Accepted Customer Belief: Connect quickly with customers by starting with their enemy or insight.
  • Main benefit in a promise statement.
  • Support points with maximum of 2 Reasons to Believe
  • Motivating call to action to prompt purchase intent
• Questions asked
  • Quantitative
    • Uniqueness (new & different)
    • Appeal
    • Likeability
    • Believability
    • Likelihood to Buy (Purchase Intent)
    • Relevance
    • Expected Price
  • Qualitative
    • Least liked attributes
    • Most liked attributes