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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.

Research guides Holiday Corp.'s creation of a lodging chain for business travelers
Holiday Corporation purchased consumer panel mail survey results to track trends in consumer travel habits. It also performed several follow-up research projects, including focus groups and follow-up telephone and mail surveys with panelists, to find out what features Homewood Suites would have to meet the specific needs of the target market and to test two potential concepts for its facilities.
Research with travelers helps Samsonite develop a convenient new line of luggage
Samsonite Corporation applied a range of quantitative and qualitative research strategies as it developed its Piggyback line of luggage. The company used exploratory focus groups to help determine the travel needs, one-on-one interviews to test initial and drawings depicting conceptual designs, field tests of sample products and surveys of potential users.
Research with drug store shoppers shapes advertising for Standard Drug
Standard Drug Company conducted a three-phased research program to determine its marketing strategy. To compare service levels among competitors, in Phase 1, participants shopped at Standard drug and its competitors, completed a questionnaire and participated in focus groups. The results of the first phase led to the development of 16 drugstore concepts that were tested using focus groups in Phase 2. The final phase applied a quantitative approach using telephone surveys of selected households.
Testing product innovations: a case history
Without disclosing the exact nature of the innovation to respondents, General Electric used multiple-part independent research to determine the viability of product innovation.
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.

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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.

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.
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.
The power of prediction markets
What’s the allure of prediction markets? Do they work? If so, how? Should researchers be interested?
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.

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