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
Tamara Vieveen
Unilever
"The goal of the research was to get a clear picture of consumer response to the concept, and that succeeded! Moreover, the results are practically applicable. We have already taken internal steps to further optimize the concept based on these insights."
Anna Larsson
Tetra Pak
"In-store research is a complex domain, and there aren't many research agencies offering this service. What appeals to me about Bamboo Brands' method is that they can provide insights into both the supermarket orientation phase (first moment of truth) and home use (second moment of truth) in a single study."
Thari Hesselink
Bar-le-Duc
"I knew that you conducted research in a different way than usual. That's also one of the reasons I started a conversation with you. In the beginning, I had doubts about whether enough qualitative insights were collected during the fieldwork, but fortunately, you managed to dispel these doubts and ultimately provided me with sufficient qualitative insights."