Innovation

Product & Concept Testing – Standard flow of questions

01. PRODUCT EXPOSURE

Expose visuals of product.

02. PRODUCT ACCEPTANCE

Obtain acceptance of product.

03. 1ST CONCEPT EXPOSED

Expose a concept in random order. (rotated to remove order of exposure bias)

04. CONCEPT FEEDBACK

Obtain customer response to each concept on scaled measures and spontaneous mentions

05. REPEAT 3 & 4

Steps 3 & 4 are repeated for all remaining 3 concepts.

06. CONCEPT PREFERENCE

Elicit preference between the 4 concepts - Rank ordered

Innovation

Product & Concept Testing - KPI & Evaluation Scale

Overall Liking

Relevance

Uniqueness

Brand Fit

Future Consideration

Uniqueness