Thought Piece

What is Concept Testing and Why You Should Use It?

When it comes to your business, you want to be sure that you are delivering products and services that your customers will love. After all, your customers are the lifeblood of your company.

So, if you’re not getting good feedback from them, something has to change.

Concept testing is a great way to get the feedback from your customers you need as you bring new products to market and and improve your marketing techniques.

But what is concept testing, and why should you use it? Keep reading to find out.

What Is Concept Testing?

Concept testing is used in product development to weed out bad ideas and formulate good ones. In concept testing, you present your concept to a customer segment and collect feedback to determine whether the idea is good or bad.

There are many ways to conduct concept testing, but one of the most effective methods is through visual surveys.

In a visual survey, you show respondents images of your concept (e.g., prototypes, mock-ups, videos) and ask questions about their thoughts and feelings.

Text-based testing surveys are another popular method for conducting concept testing. In a text-based survey, respondents are presented with more abstract questions about your concept and asked to rate the liability of the concept or a customer’s willingness to purchase the concept.

Visual-Driven Vs. Text-Based Surveys

Text-based surveys are the traditional type of survey in which respondents are asked to answer questions about your concept in writing.

On the other hand, visual-driven surveys rely on visuals (e.g., prototypes, mock-ups, videos) to collect feedback about your concept.

So, which type of survey is better?

The answer depends on your goals. A text-based survey is probably your best bet if you’re looking for more abstract feedback. But if you’re looking for a quick way to gather feedback about your concept, then a visual-driven survey is the way to go.

Visual-Driven Surveys for Concept Testing

There are many reasons why you should use visual-driven surveys for concept testing. Here are a few of the most important ones:

They’re More Likely To Be Shared Socially

If you want your concept testing survey to go viral, then a visual-driven survey is your best bet. People are more likely to share visuals than they are to share text, so you’ll get more exposure for your study if it’s visual-driven.

They Enhance the Digital Experience

In today’s digital world, people are used to consuming information in an interactive and visually stimulating way. A visual-driven concept testing survey will enhance the digital experience for respondents and make them more likely to complete the survey.

Visuals Are More Accessible Than Long Strings of Text

People are more likely to respond to a concept testing survey if it’s easy to understand and quick to complete. Visuals are more accessible than long strings of text, so they’ll help you get more responses.

Visuals Produce Faster and Better Data

Researchers have found that humans process image data at a far faster rate than text, no doubt the product of early humans having to spot predators in the brush and react quickly.  This increases both the level of engagement as well as the accuracy of the data provided in response.

Use Concept Testing To Conduct Better Research

Concept testing is a powerful tool that can be used to improve the quality of your research.

Concept testing can help you weed out bad ideas, formulate good ones, and gain valuable insight into how your customers think and feel about your concept.

Suppose you’re not using concept testing in your research. In that case, you’re missing out on a valuable opportunity to improve your marketing techniques.

Start using concept testing today and see the difference it can make for your business.

Swytchback’s Patent-Pending Visual Survey Experience

At Swytchback, we’ve created a unique visual survey experience that blends all three survey principles (clear, concise, and communicative) alongside the use of imagery and the familiar swiping motion customers of traditional mobile apps. Our patent-pending platform takes what most surveys can’t do to create an easy-to-use format that regularly exceeds 90% completion rates amongst customers.

We’ve worked with some of the world's leading brands (Unilever, Electronic Arts, Levi’s, Nestle, Electronic Arts, Levi’s) to help them make impactful, profitable data-driven decisions with data that‘s processed in a fast, highly visual way. Our mobile-first survey design has been referred to as “Tinder meets Survey Monkey” eliminating the need for slow loading, text-heavy, clunky traditional surveys most users are used to while creating a unique survey taking experience.

Interested in learning more? Schedule a demo with our team to get free, hands-on experience with our platform!



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