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Concept testing and new product development can help hone a good idea into a highly effective one.....if the research is thoughtfully executed. At MevCorp, we ensure that the research design will give you clear and actionable outputs, but a lot of questions need to be answered first.
For instance, what is the concept or new product trying to achieve? What attitudes and/or behaviours is it attempting to change or create, and by how much? These and other questions need to be well thought out and crafted into a survey that will give clear green or red lights (or orange ones with insights on how to change the colour to green!). If you are testing executions that are already in market - TVCs, print and online ads, sponsorships etc - we'll want to measure all the basics like branded and unbranded awareness, message takeout and appeal, as well as linking copy back to brand diagnostics.....which executions are driving the most positive brand attitudes, and which are most effective in driving consideration? Return to questions |