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HOW TO IMPROVE YOUR PRODUCT LAUNCHES WITH CONCEPT TESTING

Rohan MathawanMarch 7, 2022
How toTech
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At the heart of every company are its loyal customers who keep returning to make
new purchases and find solutions to their most pressing issues – whether that’s
replacing their favorite pair of worn-out shoes or getting better batteries for
the electric cars in their offer. 

Therefore, if you are to inspire loyalty and boost your customer retention
rates, you need to keep offering relevant solutions, which means launching new
products fairly frequently – a feat often easier said than done, especially when
you consider that only about 5% of those are successful. 



The good news is that you can improve product launches and all but guarantee
their success through a simple process – concept testing. 




UNDERSTAND CONCEPT TESTING BEFORE YOU COMMIT TO IT 

Before you can even start thinking about market segmentation and target
positioning, you need to commit to concept testing. It’s a simple process of
evaluating product acceptance prior to launch. 



Unlike ad testing, where you already have a product and are simply finding the
best ways to market it, concept testing is done during the product development
stage. Its purpose is to help you perfect the product (its functions,
appearance, etc.) long before it hits the shelves. 

During concept testing, you’ll be tweaking your product according to consumer
feedback and ensuring that it appeals to broader audiences. 


THE IMPORTANCE OF CONCEPT TESTING 

Concept testing is a critical step that can help you remain relevant and
competitive in any market. Take a look at some of its main benefits. 


 * Getting to know your customers’ desires and pain points: 

The success of a new launch depends on how well your product meets consumer
desires or how well it solves their issues. Through concept testing, you’ll gain
a better insight into exactly what your customers are looking for and whether
they even need a product like yours.

 * Improving your ideas: 

Few things can inspire you to develop better products, quite like direct
consumer feedback. After all, your end-users know best just how well a product
suits them and how it can be improved. 

 * Understanding the product/service value: 

In order to attract the customers’ attention, a product or service needs to
deliver some value. It needs to be functional, easy to use, and efficient.
Concept testing allows you to see just how valuable your products/services are,
which, in turn, helps you assess your product differentiation and improve your
marketing down the line. 


 * Testing market readiness: 

Finally, concept testing enables you to gauge market readiness. Sometimes, even
the most innovative solution isn’t what your audiences are looking for at the
moment, meaning your new product would be likely to fail. If the market is
ready, you can safely proceed to the launch. 


HOW TO START CONCEPT TESTING 

The importance of concept testing is undeniable, but how do you start applying
this approach? Fortunately, the process is rather simple. 


PREPARE A PROTOTYPE 

To start concept testing, you first need to have a concept and its prototype.
Whether you want to launch a physical product or a software solution, you need
to have something that your audience can interact with. 



Ideally, the prototype should be as close to the actual product as possible,
boasting most (if not all) of its physical qualities, functionalities, and
more. 


TEST WITH BROADER AUDIENCES 

Even though you might already have a target market in mind for a new product,
it’s a good idea to perform concept testing with a broader audience at first.
You might find that a different market segment than you thought is more
interested in your new offer. 

After testing with broader audiences, you can then create focus groups to gather
more qualitative data that prepares you for the ultimate product launch. 




CONDUCT SURVEYS 

Although open-ended interviews and freely generated feedback can prove to be
indispensable, it’s always a good idea to gather some structured data during
your concept testing. The simplest way to do it is through surveys. Ask concrete
questions about product performance, effectiveness at solving a

problem, functionality, and more. The more concise your questions (and answers)
are, the easier it will be to make any necessary changes before the launch. 


CONTINUE TESTING THROUGH THE DEVELOPMENT 

Finally, concept testing isn’t a one-and-done deal. You need to continue testing
through the entire development stage – from the first prototype to the final
product. The more thorough your testing, the easier it will be to launch a
product that mesmerizes your audiences and increases your revenue. 




FINAL THOUGHTS 

Concept testing is a critical process that can ensure that new product launches
go by seamlessly. Don’t leave your launches to fate – find out exactly what your
target markets think about a product/service long before you release them to the
general public.

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Rohan Mathawan

Hey, I am Rohan currently Media Sales Manager at TechStory. I love writing about
Tech. Get in touch Email: rohan@techstory.in rohan@connasys.com For Business
Enquires related to TechStory Info@techstory.in


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