Concept testing has always been a crucial step in the process of bringing any new product or idea to market. All of the time and money spent on development can be completely wasted if it turns out that your intended market has no interest in what you have developed. This is where concept testing comes into play.
Before setting up your concept testing Activities and/or Discussions, you’ll want to ensure that your concepts are secure by setting up a Non-Disclosure Agreement within the platform. By requiring participants to sign an NDA, you will discourage them from sharing any private ideas or concepts with the general public or with competitors. If you are uncertain whether you need to setup an NDA, we would recommend playing it safe and setting one up anyway.
Building a Concept Testing Activity
Number of concepts to review / test
To begin, you’ll want to determine the number of concepts to test. The number of concepts you plan to test should reflect the duration and size of the community. Too many concepts or expecting too much detail from a small group of participants in a short timeframe can lead to fatigue, dropout, and/or lower quality responses.
If you intend on having participants complete a deep dive for each concept, we would recommend presenting each participant with 3 concepts over a fielding period of at least 4-5 days. If you need to test a large number of varying concepts, a best practice would be to only conduct a surface level review of each and then follow up by having participants select their favourites from what they’ve been shown. That way, you’ll be able to watch and analyze as trends develop, and you can easily program follow up questions while the community is live. This will allow you to conduct a deep dive on the smaller number of concepts that resonated with participants the most.
Once you’ve agreed with your client or stakeholder on the number on concepts being tested, you’ll want to determine how you would like your Activity to be socialized. Would you like the participants’ responses to be private and only visible to themselves, similar to an in-depth interview? Or do you want them to interact with each other, allowing them to like, dislike, and/or comment on each others responses? Do you want participants to be able to influence each other? Or do you only want them to interact after they have responded themselves in order to avoid any biases that may arise? These are some of the questions you’ll need to ask yourself when determining how you would like your Activity to be socialized, but rest assured, whatever you decide Recollective has you covered.