sago.com Open in urlscan Pro
2606:4700:10::ac43:19ab  Public Scan

Form analysis
1 forms found in the DOM

GET https://sago.com/en//

<form action="https://sago.com/en//" method="get" class="searchform" style="width: 1440px;">
  <div class="searchform-fields container">
    <span class="text"><input name="s" type="text" value="" placeholder="What would you like to search today" autocomplete="off"></span>
    <span class="button-wrap">
      <a href="#" class="btn-close-search-form"><i class="fas fa-times"></i></a>
    </span>
  </div>
</form>

Text Content

 * What We Offer
   
   
    * WHAT WE OFFER
      
      With a comprehensive suite of qualitative and quantitative capabilities
      and 55 years of experience in the industry, Sago powers insights through
      adaptive solutions.
      
      Learn more
    * Audience
      * Recruitment
      * Panel
      * Communities
    * Solutions
      * Platforms
        * Methodify®Automated research
        * QualBoard®Digital Discussions
        * QualMeeting®Digital Interviews
      * Services
        * Global Qualitative
        * Global Quantitative
        * In-Person Facilities
    * Expertise
      * Research Consulting
      * Europe Solutions
      * Clinical Research
      * Human Factors
      * Neuromarketing Tools
      * Trial & Jury Consulting

 * Who We Serve
   
   
    * WHO WE SERVE
      
      Form deeper customer connections and make the process of answering your
      business questions easier. Sago delivers unparalleled access to the
      audiences you need through adaptive solutions and a consultative approach.
      
      Industries
      
      
   
    * * Consumer Packaged Goods
      * Financial Services
      * Media Technology
      * Consulting
    * * Healthcare
      * Marketing Research
    * 

 * Who We Are
   
   
    * WHO WE ARE
      
      With a 55-year legacy of impact, Sago has proven we have what it takes to
      be a long-standing industry leader and partner. We continually advance our
      range of expertise to provide our clients with the highest level of
      confidence.
      
      About us
      
    * * Leadership
      * Global Offices
      * Partnerships & Certifications
      * News & Media
      * Researcher Events
      * Careers
   
    * NEWS
      
      News
      
      SAGO EXECUTIVE CHAIRMAN STEVE SCHLESINGER TO RECEIVE QUIRK’S LIFETIME
      ACHIEVEMENT AWARD
      
      In the Media
      
      16 WAYS TO PREPARE FOR THE NEXT HOLIDAY CAMPAIGN
      
      News
      
      SAGO UNVEILS ELECTRIC VEHICLE PANEL TO DRIVE INDUSTRY SUCCESS
   
    * 

 * Resource Center
   
   
    * RESOURCES
      
      Drop into your new favorite insights rabbit hole and explore content
      created by the leading minds in market research.
      
      See more
      
    * * Blog
      * Insights
      * Case Studies
      * Guides
      * Polling
      * Webinars
      * Knowledge Kit
   
    * FEATURED
      
      BLOG
      
      THE SWING VOTER PROJECT, ARIZONA: NOVEMBER 2023
      
      BLOG
      
      ISAAC ROGERS ANSWERS YOUR QUESTIONS ON THE STATE OF THE MR INDUSTRY
      
      BLOG
      
      CREATING COMFORTABLE CONVERSATIONS: 3 TIPS FOR QUALITATIVE DISCUSSION
      GUIDES
   
    * 

Search

 * Get in touch
 *  * Account Logins
    * 
    * 
    * 

 * En
    * Fr
    * De (Ge)
    * Es (Sp)

 * What We Offer
   
   
   * WHAT WE OFFER
     
     With a comprehensive suite of qualitative and quantitative capabilities and
     55 years of experience in the industry, Sago powers insights through
     adaptive solutions.
     
     Learn more
   * Audience
     * Recruitment
     * Panel
     * Communities
   * Solutions
     * Platforms
       * Methodify®Automated research
       * QualBoard®Digital Discussions
       * QualMeeting®Digital Interviews
     * Services
       * Global Qualitative
       * Global Quantitative
       * In-Person Facilities
   * Expertise
     * Research Consulting
     * Europe Solutions
     * Clinical Research
     * Human Factors
     * Neuromarketing Tools
     * Trial & Jury Consulting
 * Who We Serve
   
   
   * WHO WE SERVE
     
     Form deeper customer connections and make the process of answering your
     business questions easier. Sago delivers unparalleled access to the
     audiences you need through adaptive solutions and a consultative approach.
     
     Industries
     
     
   
   * * Consumer Packaged Goods
     * Financial Services
     * Media Technology
     * Consulting
   * * Healthcare
     * Marketing Research
   * 
 * Who We Are
   
   
   * WHO WE ARE
     
     With a 55-year legacy of impact, Sago has proven we have what it takes to
     be a long-standing industry leader and partner. We continually advance our
     range of expertise to provide our clients with the highest level of
     confidence.
     
     About us
     
   * * Leadership
     * Global Offices
     * Partnerships & Certifications
     * News & Media
     * Researcher Events
     * Careers
   
   * NEWS
     
     News
     
     SAGO EXECUTIVE CHAIRMAN STEVE SCHLESINGER TO RECEIVE QUIRK’S LIFETIME
     ACHIEVEMENT AWARD
     
     In the Media
     
     16 WAYS TO PREPARE FOR THE NEXT HOLIDAY CAMPAIGN
     
     News
     
     SAGO UNVEILS ELECTRIC VEHICLE PANEL TO DRIVE INDUSTRY SUCCESS
   
   * 
 * Resource Center
   
   
   * RESOURCES
     
     Drop into your new favorite insights rabbit hole and explore content
     created by the leading minds in market research.
     
     See more
     
   * * Blog
     * Insights
     * Case Studies
     * Guides
     * Polling
     * Webinars
     * Knowledge Kit
   
   * FEATURED
     
     BLOG
     
     THE SWING VOTER PROJECT, ARIZONA: NOVEMBER 2023
     
     BLOG
     
     ISAAC ROGERS ANSWERS YOUR QUESTIONS ON THE STATE OF THE MR INDUSTRY
     
     BLOG
     
     CREATING COMFORTABLE CONVERSATIONS: 3 TIPS FOR QUALITATIVE DISCUSSION
     GUIDES
   
   * 

 * Get in touch
 * * Account Logins
   * 
   * 
   * 

 * En
   * Fr
   * De (Ge)
   * Es (Sp)

Home » Concept Testing 101: How to Validate and Refine Your Ideas
Blog


CONCEPT TESTING 101: HOW TO VALIDATE AND REFINE YOUR IDEAS


Estimated Read Time
12 Minutes

--------------------------------------------------------------------------------


Haleigh Christ2023-11-01T16:05:37-04:00

Get ready to revolutionize your product or creative development process with
concept testing. It’s a key component of fine-tuning your ideas and elevating
your marketing and advertising game to new heights. Read on to learn how concept
testing can be your key to success when it’s time to launch your next project.

IN THIS ARTICLE:

 * What is Concept Testing?
 * Benefits of Concept Testing
 * Pain Points of Concept Testing
 * Types of Concept Testing
 * Methodologies
 * How Sago Solutions Can Help
 * Lifecycle Management
 * Final Thoughts


WHAT IS CONCEPT TESTING?

Concept testing is a critical stage in any development process. It allows you to
take a sneak peek into customers’ minds to gauge their reactions and assess the
potential success of a new product, service, or idea. Concept tests occur before
full product development and help you gain insights into customer preferences,
market demand, possible pain points, and more.

Concept testing goes beyond product development and can enhance your advertising
and messaging efforts. Exploring multiple concepts and ideas allows you to
uncover the winning formula that resonates with your target audience. It’s the
key that unlocks customers’ emotions and thoughts, allowing you to optimize your
marketing strategies and significantly impact your target audience.


BENEFITS OF CONCEPT TESTING

A concept test provides valuable advantages to businesses that aim to develop
profitable and influential products. Companies participating in concept testing
can obtain practical knowledge and make educated choices that positively impact
their financial performance.

 1. Gain a better understanding of your target audience. By actively engaging
    with their audience, companies build stronger relationships, refine product
    offerings based on their preferences, and ultimately stand out from their
    competitors.
 2. Save on Costs and Maximize ROI. It is more efficient and cost-friendly for
    businesses to make changes during the testing stage as it saves valuable
    time and resources compared to making changes later during advanced
    development stages or after launching.
 3. Identify optimal features and positioning for a product. Concept testing
    unlocks valuable insights into what features consumers are truly excited
    about. Armed with this knowledge, brands can develop savvy strategies and
    position their product in ways that hit the bullseye with their target
    audience to maximize their purchase intent.
 4. Make confident, data-informed decisio According to a study by  Source:
    McKinsey more than half of the time individuals spend making decisions is
    considered inefficient. Concept testing helps find the most robust option
    among choices or improve underperforming concepts, making it easier to make
    a decision.


PAIN POINTS OF CONCEPT TESTING

While we went through the different concept testing benefits, it is critical to
recognize that it also comes with certain challenges:

 1. Price: Concept testing can often be costly due to the need to implement
    tasks such as participant recruitment, data analysis, and more. As a result,
    businesses may struggle with budget constraints when conducting concept
    testing effectively.
 2. Process: The task of simultaneously implementing multiple types of research
    may appear overwhelming, yet it’s essential. To ensure you choose the most
    optimal concept testing method, it’s crucial to thoughtfully analyze the
    research goals, the intended recipients of the study, and the accessible
    resources.
 3. Time: Concept testing can be time consuming, with various stages, such as
    designing research methodologies, recruiting participants,
    collecting/analyzing data, and generating reports. Speed to market is
    critical for businesses aiming to swiftly introduce a new product or idea
    and the competitive advantage can’t be lost due to lengthy research
    projects.

Source: ZipDo

Source: McKinsey

WHETHER YOU HAVE A LIMITED BUDGET, LITTLE EXPERIENCE, OR A TIGHT TIMELINE, SAGO
IS HERE TO SUPPORT YOU EVERY STEP OF THE WAY.

Request a consultation!


TYPES OF CONCEPT TESTING

Testing concepts isn’t limited to products and includes many different types,
including:

Source: Civic Science

ADS

Businesses should always gather insights on different ad ideas to determine
which resonates most with the consumer. Fine-tuning ads through concept testing
ensures optimal return on investment for your business’s marketing efforts.

MESSAGING

Conducting message testing significantly enhances the likelihood of producing
marketing collateral that instantly resonates with customers. Businesses that
prioritize this approach experience enhanced on-site conversion rates, increased
lead volume, and improved subscription rates.

UI/UX (USABILITY TESTING)

A thoughtfully crafted UI/UX has the potential to give businesses an edge over
their competitors. Conducting a concept test during the early stages of
development allows companies to refine product design, guaranteeing they capture
market attention and deliver a superior user experience.

PRODUCT DEVELOPMENT/IDEA

Testing a product idea allows businesses to evaluate and validate whether it’s
worth pursuing by measuring consumer interest and demand. With a little
research, businesses can gain valuable insights into whether there is a genuine
market for the product they’re proposing.


Source: ZipDo

PACKAGING

Product packaging directly reflects a brand’s creative identity, and it’s the
first point of contact between a product and a consumer. Conducting a concept
test plays a crucial role in allowing businesses to assess the attractiveness
and effectiveness of their packaging designs among their intended audience. By
doing so, companies ensure their packaging choices align with consumer
preferences.

SOLUTIONS/SERVICES

Concept testing is a valuable tool for businesses without physical products as
well, as it allows them to assess the viability and appeal of their solutions or
services in the market. By sharing their ideas and value propositions with
potential customers, brands gather customer feedback on benefits, pricing, and
overall appeal. This knowledge allows companies to refine their offerings,
mitigate risks, and cater to customer needs.


METHODOLOGIES

Quantitative concept testing methods are particularly beneficial when working
with a large sample size, as it provides numerical data that can be
statistically analyzed. This approach is highly valuable for making decisions
based on data, enabling rigorous comparisons, and accurately estimating market
potential.

In the realm of concept testing and market research, a normative database serves
as a valuable resource of data that offers comparative standards or benchmarks
for different metrics or variables. By utilizing a normative database,
businesses can easily assess how their product compares to existing offerings in
the market.

On the other hand, qualitative market research also plays a pivotal role in the
concept testing process by delving deep into the minds and emotions of
consumers. Unlike quantitative research, which focuses on numerical data,
qualitative research explores the needs that drive consumer behavior.
Understanding the “why” behind their preferences gives us valuable insights to
fine-tune our ideas and make them even better before putting them through the
quantitative testing ringer.

When developing a new product or concept, comprehensive understanding is key to
success. However, it is typical for limitations in budget or time to lead to a
simplified approach when it comes to testing. The dilemma often arises between
choosing either quantitative or qualitative research but opting for just one of
these options can result in overlooking crucial aspects and potentially facing
failure.


HOW SAGO SOLUTIONS CAN HELP

QUANTITATIVE METHODS

The process of carrying out quantitative research can sound complex, but that’s
where Sago’s self-serve platform, Methodify, is extremely effective.

Whether you want to test one idea or several at a time, Methodify’s pre-built
concept tests are your ticket to determining which of your concepts truly
resonate with your target audience, regardless of where you are in the
development process. With Methodify, speed is of the essence, and our monadic
and sequential monadic tests deliver quick results, allowing you to test
multiple concepts in various formats and stages of readiness. You can also build
a custom method to meet your organization’s specific concept testing needs.

For those who prefer to utilize our expertise in survey design and data
analysis, our quantitative experts are here to help.

Of course, research can’t even begin without the right participants. Sago makes
it easy to connect with both a large and diverse pool of verified respondents.
Through our extensive network of panels and recruitment methods, we strive to
minimize bias and provide you with access to millions of national and global
participants who have undergone thorough profiling.

QUALITATIVE METHODS

The rise of digital research tools has had a transformative impact on
qualitative research. Notably, Sago’s QualBoard stands out as a user-friendly
and efficient platform that enables businesses to conduct qualitative research
in a timely and cost-effective manner. Group Discussions is one of QualBoard’s
key features that can help you perform effective concept testing. This feature
enables companies to gather participant insights on various aspects like
packaging, price, and branding. By leveraging the asynchronous nature of the
discussions, businesses can gain an in-depth understanding of consumer attitudes
towards their product and make necessary adaptations accordingly.

By using innovative methods in market research, you can discover the underlying
links between attention, arousal, and emotions, leading to more informed
business choices. Sago Research Labs offers advanced qualitative solutions and
neuromarketing tools to gain deeper insights into participants’ behavioral and
emotional reactions. Our neuroscience research labs can assess a variety of
stimuli, including websites, print media, packaging, mobile apps, and more.

These services and more are available in our in-person facilities around the
globe.

Working in a facility is particularly helpful when doing any concept testing for
a highly regulated product or industry, such as healthcare. Our healthcare
experts offer a versatile approach to your research needs, whether that be
efficient pulse checks or a comprehensive exploration of various topics.

A HYBRID APPROACH

If you want to get the best of both worlds by combining quant and qual methods
in a timely way, QualLink allows you to accomplish this with ease. QualLink
enables respondents to transition from a survey to the secure QualBoard
platform, providing a more comprehensive understanding of their rating of
concepts. This gives you the ability to optimize these concepts for further
enhancement and development.

Our Sago solutions, both quantitative and qualitative, are designed to
complement each other seamlessly. By utilizing respondent ID, you can explore
longitudinal research and gain valuable consumer insights into how specific
respondents perceive your concept over time.


LIFECYCLE MANAGEMENT

After the launch of a product or campaign, it is crucial to continually monitor
and evaluate its performance to make necessary improvements and adaptations
based on market demands. This ongoing assessment ensures the product, ad, or
experience remains relevant and effective in meeting customer needs.

PARTNER WITH US AND GO DEEPER WITH YOUR INSIGHTS.

Request a consultation!

TRACKING

By monitoring and evaluating shifts in consumer sentiment over time, you can
conscientiously shape your business strategies to effectively respond and thrive
in the dynamically evolving marketplace of today. Employing tracking methods
further helps you stay one step ahead of emerging trends and cultivate
innovative ideas. Our tracker options prioritize swiftness and efficiency, so
you can take meaningful action and improve business outcomes.

SAGO STRATEGY + INSIGHT

At Sago Strategy + Insight, we dive deep to uncover the valuable insights that
will captivate consumers and make your investment worthwhile. There is no fluff
or unnecessary costs – just actionable results that deliver more bang for your
buck. Our team of experts can help you identify the factors that drive consumer
action, including purchasing behavior and preferences.


FINAL THOUGHTS

At Sago, we understand every idea is unique and that every development journey
is different. We are committed to being your reliable partner at every stage,
offering our expertise and tailored solutions to meet your specific needs.

If you are just starting on your idea development journey, we offer a range of
services to help you gain a comprehensive understanding of your target market.
Our quantitative solutions provide valuable data and insights, allowing you to
assess the market potential and make informed decisions. Our Methodify surveys
come with templated standard questions to simplify your quantitative concept
testing. These templates can also be customized to you, providing you with
insights specific to your brand’s needs.

Our qualitative solutions provide valuable insight for those seeking a deeper
understanding of their audience. We help you explore your audience’s emotions,
motivations, and experiences through online (or in-person) focus groups and
interviews. This qualitative approach allows you to uncover hidden needs and
desires, leading to more impactful and resonant ideas.

WHETHER YOU’RE DRAWN TO THE POWER OF NUMBERS, THE DEPTH OF INTERVIEWS, OR BOTH –
WE’VE GOT JUST WHAT YOU NEED. REQUEST A CONSULTATION TO GET STARTED.


Blog
 1. 
 2. 
 3. 

Blog

THE SWING VOTER PROJECT, ARIZONA: NOVEMBER 2023

Blog

ISAAC ROGERS ANSWERS YOUR QUESTIONS ON THE STATE OF THE MR INDUSTRY

Blog

CREATING COMFORTABLE CONVERSATIONS: 3 TIPS FOR QUALITATIVE DISCUSSION GUIDES

Blog

MOTIVATION-BASED RESEARCH: UNLOCKING CONSUMER BEHAVIOR CHANGE

Webinar

3 WAYS QUALBOARD REDUCES STRESS FOR MODERATORS

News

SAGO EXECUTIVE CHAIRMAN STEVE SCHLESINGER TO RECEIVE QUIRK’S LIFETIME
ACHIEVEMENT AWARD

Blog

5 REASONS CONCEPT TESTING IS CRUCIAL BEFORE GOING TO MARKET

Blog

EYE ON INNOVATION SERIES | EPISODE 3: CHANGING THE WORLD THROUGH OUR WORK

Blog

THE DO’S AND DON’TS OF CONCEPT TESTING

Blog

9 WAYS BRANDS CAN HARNESS THE “KIDULT” TREND AND SPIN NOSTALGIA INTO GOLD

Blog

THE KIDULT TREND: WHY ADULTS ARE REDISCOVERING THE MAGIC OF TOYS

In the Media

16 WAYS TO PREPARE FOR THE NEXT HOLIDAY CAMPAIGN

Take a deep dive into your favorite market research topics

View All



HOW CAN WE HELP SUPPORT YOU AND YOUR RESEARCH NEEDS?

Subscribe Now


 * LinkedIn
 * Twitter
 * Vimeo


SOLUTIONS

Audience
Platforms
Services
Expertise


COMPANY

About Sago
Leadership
Careers
News & Media


LEGAL

Privacy
AI Policy
Business Conduct & Ethics
Registered Companies
Site Disclaimer


CONNECT

Join Our Panel
Request a Bid
Global Offices
Subscribe to Newsletter

© Copyright 2023. All Rights Reserved.



✓
Thanks for sharing!
AddToAny
More…





previousnextslideshow