With a concept test, you discover early on whether your FMCG concept resonates with consumers. A concept test also provides valuable insights for optimization, giving your concept a higher success rate.
Concept test
Discover the potential of your innovation with a concept test
Qualitatieve or quantitative
A concept test allows you to zoom in on various aspects of your new concept. Based on your research question, you either choose qualitative or quantitative research. It’s also possible to combine both research methods. This will give you a complete picture of your concept’s potential, including quantitative data to strengthen your business case.
Research questions in a concept test
During a concept test, we collaborate in formulating one or more research questions to examine. Using these research question(s), we will design a study together. Here are some examples of research questions:
Concept
Does my FMCG concept stand out enough on the shelf?
Packaging
Which packaging concept appeals most?
Competition
Do consumers pick my concept over competing products?
Research methods for a concept test
1. Concept Discovery Assessment (qualitative)
In a qualitative concept test, our market researchers engage with consumers on the store floor. Respondents are carefully selected based on shopper behavior in a particular category. Because we approach consumers spontaneously in a natural environment (the supermarket), you get truthful insights based on facts.
In a Concept Discovery Assessment, the focus is on the overall concept. But you can also combine a concept test with other types of tests, such as a Design Discovery Assessment or a Category Discovery Assessment. Our interviewers then go deeper into specific aspects such as the packaging design or the category of the product. In this way, you can test multiple aspects in one Discovery Assessment.
2. Concept Validation Assessment (quantitative)
In a quantitative concept test, we place your new concept (minimum viable product) on the desired shelf at a number of retailers. This means that consumers can buy your concept just like any other existing product.
This methods allows us to do real-life testing. Every week we collect the rotation figures and compare this with competitors and where possible industry data. In addition, you get advice for optimization.
With a quantitative concept test, you gain insight into such things as:
Tip: In-Home User Assessment
Is your concept ready to use and are you also curious about the consumer's user experience? You can follow up a Concept Discovery Assessment with an In-Home User Assessment. In this in-home concept test, consumers are given a product sample (in-store) to try at home. Subsequently, they will share their experiences through a phone interview.
Testimonials
Vincent van Meurs
Cloetta
"Execution stands or falls if you perform a Validation Assessment in 20 stores at the same time. We are very positive about how Bamboo Brands has approached this."
Audrey Jackson-Pownall
FrieslandCampina
''Bamboo Brands did a great job in managing a complex Validation Assessment, was very flexible and did adapt to many changes and challenges that came our way.''
Simone Pieters
The Kraft Heinz Company
"Bamboo Brands carried out a Design Discovery Assessment for us in Italy for a new packaging. We look back on a pleasant collaboration."
More about concept testing
Do you want to discover what type of concept test suits your innovation issue? Do you want to know more about our research methods? Contact Chantal Risseeuw-Boer (Client Development Consultant) at chantal@bamboobrands.com. Or read more about Discovery Assessments, Validation Assessments or the Full Concept Assessment.