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Concept & Product Testing

Time-pressed consumers continue to demand products that are superior in quality and innovation and they readily choose from, and move between, a wide variety of competitive options. In attempts to remain competitive, organizations are continually in search of profitable new product ideas, either as entirely new entries into a category or as line extensions to existing brands.

Timely new product development research can provide manufacturers an early indication as to whether a newly developed product has sufficient potential to justify further marketing investment (machinery, plant, personnel, raw materials, advertising and promotion). Concept and/or product research enables manufacturers and marketers to maximize the potential for a successful new product launch by refining the product proposition and the performance of the physical product itself prior to the development of final marketing plans, advertising development and full-scale launch. As well, new product and concept research can assist marketers in understanding what segments of the market are most receptive to their product or service and what characteristics of the product will be most compelling and effective in promoting trial and repeat purchase.

TNS Canadian Facts employs a variety of well established custom product testing designs as well as offering new product forecasting and predictive models. Depending on the nature of the product and the need for a benchmark, products can be tested alone or against a competitive product or an existing formulation. Great care is taken in order to avoid bias in product tests, through blind testing and appropriate rotations in comparative product testing.

The same principles involved in product testing can also be applied to innovation in services, whether in the financial, telecommunications or transportation categories.

Over the past 70 years, TNS Canadian Facts has conducted thousands of concept and/or product tests for many different clients and involving a wide variety of products. In fact, consumer product testing is probably the most widely accepted and consistently useful type of marketing research.

Some Examples

Situation	You are extending a line of frozen puddings purchased by mothers for their children.
Issue	Which flavours will most appeal to kids while satisfying mothers nutritional concerns?
Solution	Concept test in central location facilities among moms showing "healthy, nutritious" features, combined with home trial among moms and kids.
Benefit	Concept testing shows direction for advertising support. Avoid producing unpopular, unappealing flavours through trial.

Situation	A credit union wishes to bundle several services into a customer package.
Issue	Which of several service packages are clients most willing to purchase?
Solution	Concept test among mail panel members describing the various combinations available.
Benefit	Service package can be fine-tuned to achieve most positive response from clients.