Concept and Product Tests
Development work and marketing activities for new products together incur enormous costs - and yet 80% of new initiatives end up as flops.
A qualitative examination of the concepts and products "from the outset" can minimize this risk. Psyma provides specific test approaches for this in every "phase" of the product / concept development.
- Concept tests for the examination of product ideas (in the form of focus groups or individual interviews)
- Standardised product tests in the test studio
- Home use tests with additional follow-up questioning either in person or on the telephone
Here we develop a specific standardized test system for every product area, which also includes competitor's products in the analysis and allows for the setting up of benchmarks. With the help of these "test systems" the following questions can be answered:
- Where is my new product (or my new product variants) positioned with regard to the competition?
- Which of the several possible new variants have the greatest chance on the market?
- Does extending the product range succeed in making an impression on the customers of competitors brands?
- Has a planned revision of current and previous formulation been considered?
- What strengths and weaknesses does new product development have - what still has to be optimized regarding the product?
The results of a product or concept test - for an average attainable sample size of 100-200 interviewees - are already shown approximately 2 weeks after commencement of the field work. We also offer more than an insight into the analysis of standardized product / concept tests.
