Concept Testing | Our Services | Ruby Cha Cha

Concept Testing


“You shouldn’t do product design without product testing”

Can’t be sure? Well, here at Ruby we’re here to help you find out whether your new product ideas are worth pursuing which audience will be most receptive. Sometimes a ‘bad’ idea is simply because it’s talking to the wrong audience, before its time, or not well articulated. Sometimes, it is simply a tweak to a ‘good’ idea can change it into a ‘great’ idea. Please see our upcoming ebook on How to write a great concept for testing in market research, or get in touch and we can help you with this.

Ruby believes that great research is a fundamental part of the new product development process. The NPD cycle should consider the marketer’s gut instinct; the multiple viewpoints within the organisation and the voice of the consumer.

Research can take part at several different stages of the NPD cycle:

  • At the drawing board: working with key stakeholders to drum up a long list of new ideas via semiotic workshops – where our in-house illustrator draws up ideas as we go along; or maybe it’s getting the team back on the shop-floor through our NPD Safaris; or it’s talking to influencers in your category to understand what the Next Big Thing could be.
  • Prioritising elements of the offer: we can use innovative quantitative techniques to provide you with focus on the idea’s raw ingredients. For example, you may have a long list of features and we can provide guidance on which ones to prioritise for a creative or NPD brief (see Ruby’s Feature Optimiser) or we can develop the ultimate creative briefing statement by repurposing traditional conjoint modelling techniques
  • Developing concepts: you may well have ideas which you feel are winners, but you need to figure out what refinements to make to them. Leave the ideas with us, and we’ll workshop them with your core audience to turn them from a ‘good’ idea into a ‘great’ idea and really help you find the needs gaps which require plugging.
  • Testing concepts: once you have a short list of refined concepts, we can quantitatively test which one(s) are best. Depending on your objective we may apply a shelf test, a monadic test, sequential monadic test or a comparative test. Whatever your scenario, Ruby can create a bespoke solution based on our best practices for concept testing.

While there are multiple things to keep in mind when planning and conducting a concept testing, we have a simple list that can help you focus:

  • Start talking to the research agency early – we can help you create better concepts for testing and design the right project to fit your needs
  • Do more than ‘just’ fast/agile testing – consider the benefits of a feature optimisation test, or a max diff approach for better decision making
  • How many users per target group can be determined but sometimes it can be a small number to be robust
  • Ensure you are talking to the right people – current users, switchers, will this be interesting for older consumers, male consumers.
“You shouldn’t do product design without product testing.”
What some help with concept or product testing? Give us a call.

Get in touch with Ruby Cha Cha

Get in touch with Ruby Cha Cha