Concept testing
Identify winning concepts that are distinctive, credible, and drive purchase intent with our DIY concept testing.
Purchase intent
Statements
Preference
Identify winning concepts that are distinctive, credible, and drive purchase intent with our DIY concept testing.
Using our automated approach, setup is easy and takes only minutes. Real-time insights populate an interactive infoboard as soon as you collect your first completed interview.
Best-in-class
Our solution is built using cutting-edge technology and best-in-class research expertise and is fully integrated with our global panel.
Our concept testing solution is truly end-to-end, highly flexible to meet your specific needs, and automated for easy setup and launch.
Test up to 12 packs per survey.
Test images, text, video, or a combination of the three. Concepts can be branded or unbranded; priced or unpriced.
Although monadic (only showing one concept per respondent) is our recommended best practice, sequential monadic is possible.
To ensure you receive high quality results you can rely on, we apply quota balancing for even distribution across concepts. Select from demographic, profiling, and custom target questions to build your quotas.
Understand what “good” looks like by comparing your results to our extensive norms/benchmarks database.
Inbuilt text highlighter and heatmap tools help you fine tune concept descriptions, claims, messages and/or imagery. Van Westendorp/PSM can be added by the Toluna team to identify an acceptable and optimal price range.
Quality questions are built into your survey, including red herring questions and technical checks to make sure your stimulus will be properly seen/heard. Best practices are detailed in our Quality Centre.
Our automated approach makes it easy to get your pack test launched, even without much experience.
We do the hard work for you during the setup process, creating a range of typical pack testing metrics that you can easily select or unselect.
All information collected during setup is automatically populated into a questionnaire. From there, you can test your survey, add questions, or make modifications prior to launch.
Our intuitive setup wizard guides you through a four-step setup. All relevant metrics are available and selected for you by default, to ensure you get the results you need. Below is an example of how the metrics would appear to a respondent.
Value for money: Considering the price of $15.99, which statement best describes how you feel about the value of the ergonomic headphones concept?
Believability: Please indicate how believable the concept is.
Relevance: Thinking of the details in the concept, how important are these details to you?
Brand appeal: How much does the brand add or detract from the product appeal?
Those with a star alongside are our baseline recommended metrics. If a concept is liked, has a good brand fit, stands out from the crowd, and drives purchase intent, then this represents a higher chance of concept success.
Question format and order is advised by our experts, and it is recommended to consistently apply a 5-point scale.
Open-ended questions are included to highlight what consumers like/dislike about each concept.
Within the ‘Modify Questionnaire’ area, you can add any additional questions you’d like to ask. Drag and drop our comprehensive list of question types into your survey. A concept test survey will take about 5-15 minutes to complete per respondent.
Our concept test solution is integrated with the Toluna panel, one of the world’s largest with 79+ million highly engaged consumers across 70+ markets.
You can target any audience. Popular options include category users/non-users or different usage frequencies/behaviors.
Our range of demographic and category profiling questions provides efficient targeting without the need to re-ask these questions in your survey. Add custom targets/quotas to reach even more specific audiences.
When duplicating a survey, you have the option to duplicate the target and quotas along with it. You can also save your most used targets and quotas for easy application in any survey.
Your results begin to appear in real-time as soon as your survey is launched, enabling you to expedite your decision-making process.
Use our in-house qualitative platform, Toluna Start Qual, before or after your quantitative survey
Qual before quant
Take your prioritized ideas or early-day concepts and turn them into formalized concepts with the support of your target consumers.
Investigate concepts further to find a clear winner and/or start to fine tune winning concepts in terms of claim, price, and pack details.