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Resources For Understanding Concept Testing Marketing Research

We've grouped together all the information our site contains on Concept Testing to help you quickly and easily find related articles, companies, events, jobs, associations, glossary definitions and more.

Related Articles

There are 37 articles in our archive related to this topic. Below are 5 selected at random and available to all users of the site.

Add some strategy to your concept evaluation process
Assessing the prospects of a new product concept takes more than a cookie-cutter approach. Each concept requires its own set of strategies for how it will be presented to consumers in testing and a careful analysis of how the new idea fits corporate and brand objectives.
How one company found ways to innovate in the midst of reorganization
In the midst of a massive reorganization process, one company found a way to use brainstorming techniques to develop new product ideas.
Suggestions on refocusing innovation
For single-product companies considering moving away from a single-product strategy, there is a challenge for how to do so without killing the brand that has given so much over the years. By way of example, this article provides suggestions on refocusing innovation.
Blueprints to successful concept development
Successful product development requires a solid foundation. This first of two articles introduces the four cornerstones of successful concept development: consumer wants and needs, emotional connections, brand equity, and competitive landscape.
Blueprints to successful concept development
The second of a two-part series on successful concept development, this article explains the tactical process and specific qualitative and quantitative tools for evaluating and enhancing concepts that lead to products consumers will love.

See more articles on this topic

Recent Articles

Below are the 4 most recent articles on this topic. These articles were published within the last three years and are only available to registered subscribers.

Using contingent concept analysis to design clear and intuitive user interfaces
This article uses a case study of a technical Web site to explore the use of one method of developing effective menus for program features and Web site content.
The power of prediction markets
What’s the allure of prediction markets? Do they work? If so, how? Should researchers be interested?
Disney augments ad research with app-based qualitative method
An iPad app has helped Disney Parks and Resorts keep innovating by testing concepts for theme park ad campaigns in focus groups.
Family research: Keep on trying 'til you reach the highest (common) ground
This article discusses the modern American family dynamic that elevates children's opinions, requiring researchers to rethink the established methodologies for evaluating family consumption and consider the family as a unit.

Related Events

THE QUIRK"S EVENT - SOLD OUT
February 23-24, 2015
The Quirk’s Event is SOLD OUT
FUSE 2015: BRAND STRATEGY & DESIGN
April 13-15, 2015
IIR will hold the annual FUSE conference on April 13-15 at in Chicago.

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