Concept & Product Testing

MMR Strategy’s concept and product tests evaluate and improve concepts and products under consideration or already in the marketplace.

 

Clients use the data from these engagements to improve concepts or products prior to launch, to choose among alternative products for introduction to the marketplace, and to reformulate current products for cost reduction or product improvement.

Examples of product and concept tests we have implemented include:

  • Frozen food products under consideration for launch
  • Features of an insurance product under consideration for an advertising campaign, as well as other insurance products and features
  • A new financial service under development
  • An organic mashed potato under consideration for sale to foodservice operators
  • Concepts for the menu of a seafood restaurant chain
  • Retail formats in early stage rollout

What is concept testing?

The essence of a product or concept test is that consumers learn about a product or service, and provide feedback about it. However, the execution of the product or concept test is much more complex. Should the product be priced or unpriced? Branded or unbranded? What research conditions will best match the real world? Should the product be described, shown, or both? What types of respondents should be interviewed? Should the research be conducted in a central location, online, or in-home?

 

Our experience includes a variety of research modes, including online research, central location tests, and in-home tests.

 

Testing Ad and Packaging Copy

Our experts conduct tests to evaluate and improve copy and messaging on packages, advertising, and other types of marketing communications. The resulting enables clients to improve packages or ads prior to introduction, and to choose among alternatives under consideration.

In a copy or package test, consumers are typically shown the package or ad, and provide feedback about it. We generally suggest that the testing match marketplace conditions as much as possible. Much of the testing occurs online, but it may also occur in person as well.

When conducting these tests, we measure variables such as:

  • The messages that the consumer takes away from the ad or the package, including the functional and emotional benefits that the ad or package conveys
  • Whether the ad or package is believable, memorable, or interesting
  • The likelihood to purchase the product or service based on the ad or the package
  • How the ad or package is perceived relative to competition (i.e. whether it is seen as better, or worse than competitive products on price, quality, and other attributes)

Case Study

MMR Strategy helped a frozen food manufacturer use concept and product tests to develop new product offerings.

Problem Analysis Results
  • A division of a global food manufacturer has worked with MMR for over 30 years to test new product offerings.
  • Concept tests assess consumers’ interest in potential products.
  • Product tests include taste tests and home-use tests to measure concept and product fit, and to study usage habits and product preparation.
  • Testing influences line extensions, product re-launches, reformulations for cost reduction or product improvement.

To start a concept or product test, contact us today.