Concept Evaluation
When approaching new concept testing research initiatives, W5 first considers the state of development of the concept itself to determine whether a qualitative concept development & testing study or a quantitative concept evaluation study will be most appropriate.
Quantitative concept evaluation may be used to thoroughly explore consumer perceptions of a product concept or idea prior to introduction on the market. In addition to evaluating the concept or product description itself, consumers may be probed regarding concept positioning, corresponding product ideas or concepts, and category context. Broad and in-depth consumer profiling may be conducted with a quantitative survey, enabling the analyst to understand how different sub-groups of the target population assess the concept.
On a case-by-case basis, W5 will recommend the most appropriate data collection techniques, analytical approaches, and reporting methodologies to test the concept with the targeted consumer base. Ultimately, we aim to provide focused insight to inform the decision to move forward, revise, or start over with a product concept.