Concept testing with early-stage illustrations and positioning text
- Measuring the appeal of new concepts against an existing product benchmark
- Dissecting concepts using survey questions, in addition to hover & click hot spots, to pinpoint common areas of appeal or contention.
- Concept name, descriptor text, packaging and product visuals all assessed.
- Purchase intent, brand fit, daypart and occasion data included in 1-page snapshot summaries.
- Optimum range and consumer reach analysis.
Methodology:
689 online surveys with past 6 month buyers of both chocolate biscuits and chocolate confectionery, all aged 18+ and balanced against a nat. rep sample.
Each respondent shown 4 of 11 Branded Chocolate Biscuit Concepts (unpriced)
Each concept seen by approximately 250 respondents
