Qualitative Concept Testing Methods
Qualitative concept testing methods include in-depth interviews, focus groups, online qualitative communities, ethnographic and contextual research, and co-creation workshops. When considering investment in product development, branding, or market entry, businesses should understand how potential customers will view and react to the idea of the product/service. Qualitative Concept Testing can provide an in-depth insight into customer perception, motivation and unfulfilled needs.
The Nexus Expert Research team utilizes qualitative concept testing methods to assist organizations in refining their ideas early in the design process to lower the cost of potential market failure.
This guide explains the most effective qualitative methods for concept testing, when to use them, and how they differ from quantitative approaches.
What Is Qualitative Concept Testing?
Qualitative concept testing is a type of exploratory research that allows researchers to assess ideas in their infancy by examining unstructured dialogue, rather than relying on numbers. Concept testing differs from traditional surveys, which provide numerical values for attractiveness and intent. Qualitative concept testing provides insight into why people either like or dislike an idea.
These insights help businesses identify emotional drivers, language gaps, and conceptual weaknesses before moving into large-scale testing or commercialization.
Key Qualitative Concept Testing Methods
In-Depth Interviews (IDIs)
In-depth interviews are a popular form of qualitative approach to Concept Testing and are typically conducted in-person. In-depth interviews facilitate communication, where participants can express their views and reactions with no restrictions (no time limit). This method is ideal for understanding concepts that are either very complex, sensitive, or require extensive explanation.
Focus Groups
A focus group is a qualitative method for product-testing where a small group of individuals gather to discuss a product. It provides researchers with the opportunity to observe how the members of the focus group interact, how they perceive an idea collectively, and how they respond unprompted to a given concept. Focus groups are particularly useful for evaluating a product’s branding, packaging and marketing messages.
Online Qualitative Communities
Digital Platforms extend Participant Engagement over many days or more than 1 day. Digital qualitative Market Research for Concept Testing provides the Participant with time to reflect on their answers, have follow-up discussions, and conduct creative exercises. Online communities allow for geographical limitations and a lack of restriction on the ability of Participants to complete their evaluations.
Ethnographic and Contextual Research
Ethnographic research is the process of watching participants in their own environments to gain insight into how concepts fit into their daily lives. It is a very immersive form of exploratory concept testing and provides detailed contextual information that is often missed by more traditional means of discussion and interaction with participants.
Co-Creation Workshops
Participants have the opportunity to shape and enhance concepts collaboratively through Co-Creation sessions. Co-creation sessions are a qualitative concept-testing method used to engage users in creating value propositions, developing features, and creating messaging for products and services. The participants can work directly with the businesses to validate the business ideas.
Why Use Qualitative Concept Testing Methods?
Qualitative concept testing is useful for understanding how consumers view, understand and use something. Qualitative concept testing is best used in the initial stages of new product development where a concept is still evolving and needs to be improved rather than validated.
Using qualitative methods to test a concept allows the research team to investigate what consumers think about the concept, where there are gaps in their understanding of the concept, and how the concept can be improved. Qualitative Concept Testing allows researchers to learn about their target audience’s perceptions in a way that is less formal than a structured survey and much more flexible and interactive.
Qualitative vs Quantitative Concept Testing
To successfully design your research, it is important to understand concept testing methods. Qualitative concept testing involves exploring people’s thoughts and opinions about a product or service in detail, while quantitative concept testing involves gathering data on the size, preference, and statistical significance of a potential market. Qualitative concept testing is usually performed prior to quantitative concept testing; this allows researchers to alter their concept based on feedback received through qualitative research.
How Nexus Expert Research Supports Concept Testing
Nexus Expert Research provides qualitative market research services to test a given concept through the development of a customized research design that aligns with its client’s needs. We assist organizations at every stage of the research process, including study design, recruitment of participants, and synthesis of insights from the research. We assist organizations in applying exploratory research findings toward developing actionable innovation strategies.
Conclusion
Qualitative methods for testing concept ideas provide critical input for designing successful Solutions & concepts. For businesses to maximise this opportunity to understand the customer & validate their qualitative concept, businesses must match qualitative concept testing with quantitative concept testing methods. Ultimately, adding quantitative validation to qualitative concept testing creates a more holistic picture of customer perceptions of products, and confidence is gained through success in the marketplace.
