step 5: concept screening & testing

Are consumers sufficiently attracted to your proposition to want to buy it?

• How well does your concept attract consumers’ attention?
• Is your offer differentiating?
• It is relevant to consumers?
• Do you offer good value for money?
• Which consumers are most interested in the proposition?
• How often will it be bought?

How we can help

Cambridge MR can offer both concept screening and concept testing. Our screening technique identifies the best prospects from a number of potential concepts, whilst our concept testing offers a more detailed analysis of consumer acceptance of your concept.

Key drivers of success include relevance to the consumer, how new and different your offering is and whether it is available at a sufficiently attractive price. We also provide a profile of those consumers who are most interested in your concept for target profiling.

You receive a detailed analysis of your concept tested, including key motivators for trial and the option for additional qualitative research or ballpark volume forecasts.