Why is product concept testing important?
The vast majority of product launches fail. Even a strong brand can’t guarantee all its products will become success stories. When competition is intense and consumer values are changing rapidly, success comes from open dialogue with consumers.
Agile and lean product development, the modern best practice, involves testing ideas early and testing them often.
Product concept testing helps you understand when and where your product could be used, which groups are most excited about it and why. It allows you to improve your product value proposition and prepare for unexpected interpretations
When to use Product concept testing
- Developing and iterating powerful product value propositions.
- Prioritising product concept ideas for future development.
- Exploring entry to a new market.
Case Studies
Cambri under the spotlight
Methods related to Product concept testing
How does it work?
NLP (Natural Language Processing)
Including open-ended questions in a survey can generate thousands of sentences to make sense of. But this isn’t a problem with Cambri’s proprietary NLP solution. In a matter of seconds, you’ll get an understanding of what consumers are talking about, and whether the sentiment is positive, negative or neutral.
Quotes
Neque, pulvinar vestibulum
“We use Cambri to quantify the results we get from a focus group, to test packaging designs, identify how a product would best be introduced to the market, and much more.”
Julia Neergaard Laursen
Innovation Projects Lead at Nestlé Nordics
“It has been very convenient that our copywriter has been able to use the results from Cambri to inform their work. As we now know what style of messaging works and does not work, we can tailor all of our brand assets accordingly.”
Sanna Dooley
Chief Commercial Officer
"Instead of trying to understand the past, let's use consumer insights to decipher the future."
Dr Oskar Korkman
Market Strategist & Co-founder at Alice Labs