Concept Tests

Concept Tests are conducted to obtain consumer insights and assessing the potential of a proposition before actual launch in terms of the consumer’s intention to try/buy and potential in terms of indication of market share after the transition period and setting up Source of Business for the proposition. This test consists of central location testing or in-home interviews, which cover the following topics: trial intention, proposition image, pack, product, ad & POS materials (if any) evaluation, proposition product evaluation (after trial), simulated purchase, price sensitivity measurement, intention to repeat purchase. Based on estimated potential, portfolio threat and price elasticity decisions, managers can determine whether to launch the new proposition or not and at what price, as well as locating the best source of business for new proposition. It also provides evaluation of marketing mix elements in order to adjust the marketing mix before actual launch.