Identify winning concepts that drive purchase

Bringing a new product to market can be challenging. Especially launching a product in 2021. A bit of second-guessing is completely understandable these days, with economic uncertainty still widespread. However, with both consumer confidence and spending increasing, the pandemic does present opportunities to those with the resources to seize them. If you’re considering a new […]

Testing: an often anxiety-inducing word with an academic association. However, not all testing involves nerve-wracking exams. Concept testing is a helpful, effective way to ensure that a product or service is ready to launch and will appeal to customers. Creative concept testing is imperative for brands developing a new product to the public, as it’s […]

In September, for the launch of our Toluna Start platform, we created a range of end-to-end automated solutions including one for concept testing. These surveys can be set up, customised, and launched within minutes, but as well as offer advantages of ease and speed, they provide a baseline level of quality that users can rely […]

Historically, capturing diagnostic insight in a standard concept or pack test involved exposing respondents to stimuli and then asking them what they liked and disliked about the offering via open-ended questions. While this approach certainly has its merits, it requires respondents to enter intelligible verbatims which then have to be coded to quantify the understanding. […]

But First, Some Background on Heatmaps… Heatmaps are defined as data represented in charts or diagrams in which the data values are signified by colors. In market research, heatmaps paint clear pictures of customer insights and preferences, specifically as they relate to concept images, and text. Survey respondents are often asked to view a product […]

It’s critical to any business that product launches succeed, so before bringing products to market we hear questions that range from ‘what ideas should I pursue?’ ‘what messages are more effective,’ and ‘what price should I consider selling my product for?’ These questions are all-important, leveraging consumer insights and putting data behind every decision. That […]

Bringing a new product or campaign to market causes even the bravest of brand marketer to lose sleep. Juggling huge reputational and financial risks with pushing an idea past potential barriers based solely on your insights and intelligence – it’s not for the faint of heart. But when it all comes together, that’s where market […]

The forces brands struggle with in advertising are all too familiar. They include a landscape of fragmented audiences, media, and content that present obstacles in targeting, planning and buying. Companies also face brand safety and reputational threats including fallout to businesses whose digital ads appear on websites with views that clash with consumers – or […]