Concept Development & Testing
Qualitative methods are often used in concept development and testing to ensure that consumer understanding and business objectives are the focal point of the development process. In-person, qualitative inquiries allow consumers to directly engage with your business ideas and provide context for their feedback. A detailed understanding of the needs and attitudes of the target audience, as well as specific concept feedback, prepares project teams with valuable data for improving and giving nuance to conceptual thinking.
Each concept has unique attributes and is best tested with its own tailor-made research program. With consideration to a concept's nature and stage of development, W5 may recommend a qualitative concept development & testing study, a quantitative concept evaluation study, or a study that combines the appropriate elements of both.