Three Ways To Save Money On A Concept Test

Most marketing experts advise their clients to conduct a concept test before launching a product – a smart idea because it can help the client maximize revenue by determining which copy, images and language have the greatest appeal.

However, many consultants are nervous about recommending concept tests to their clients, often due to the costs they imagine are involved.  Here are three easy ways to trim the cost to your client, while not compromising on the returns of this valuable research tool:

Minimize sample size

Obtaining the sample is often one of the most expensive aspects of this research. If you are really considering a simple go/no-go decision, it may be worthwhile to limit your sample size.  Small samples will limit your ability to conduct some data analysis (e.g., measure purchase intent among different segments). However, you may still be able to measure potential overall concept acceptance. A good market research professional will be able to advise you on these tradeoffs so you and your client can make an informed decision.

Shorten the questionnaire

Make sure the length of your questionnaire does not exceed 10 minutes in length.  Again, a good market research pro can guide you in trimming unnecessary questions, or structuring a questionnaire so that it minimizes response time.  Short questionnaires save money because they increase response rates, and can minimize the cost of any respondent incentives.

Evaluate on-line tools

If you’re conducting a survey over the internet, the price of using some web-based tools varies.  The capabilities of no-cost options can really limit your ability to analyze the data.  At the same time, other tools can be out-of-reach for your client’s budget.  Make sure you understand what’s included in the free versions, and evaluate whether your client really needs some of the fancier enhancements of others to conduct a solid concept test.  Again, finding a good research partner can ensure that you give the client the best return on investment.

Whether it be branding, positioning, social media strategy, or providing any other marketing expertise, concept testing can save your client time and money, particularly if you apply these effective tips.