Concept testing with Datagame

  • 10/08/16

Concept testing with Datagame

Concept testing is an important step in the development process. A concept can be anything, such as a new product idea, marketing message, packaging design, or product name. The goal of concept testing is to measure an audience’s reaction and affinity towards a concept. How do they interpret the concept as described, and how likely are they to use and buy the proposed concept?

You can conduct concept testing at various stages of the new concept development process. Datagame is a great tool that can be used for:

  • Identifying relative preference amongst a group of concepts.
  • Prioritizing features. Find out from your audience what features you need to have to be successful and which features don’t really matter.
  • Measuring audience perception and reaction to a concept. How does your audience respond when first told about your concept?

Concept testing for preference

Having multiple concepts can be a great problem to have. How do you decide which concepts to move forward with and which concepts are not viable?

You can use a Prefer! preference game to get a rank order of up to 10 concepts. Include at least one “control” concept–an existing product for which you have existing data on its performance. You then have a benchmark that you can use to compare your concepts against. This allows you to make better decisions  about which concepts to pursue.

Concept testing for feature prioritization

Once you have a product concept, it is important to make sure that it delivers the most important features. Use a MaxDiff Rankifier game to have your audience rank the most important and least important features for your product. Create cards for each of your features, and ask your audience to pick the features that are most and least important from each group. Net scores will differentiate the features and show you what is important, and the detail scores can identify features that may be important to certain audience segments if it has lots of positive and negative mentions.

Concept testing for audience perception

Once you have a final product concept, it is a good idea to test it to see how your expected audience responds to it. Use a MaxDiff Rankifier game with a series of adjectives they may describe their feelings about the concept, such as excited, ambivalent, skeptical, or curious. Make sure there are adjectives that are positive, negative, and neutral included in your attributes list. Use the instruction text at the start of the game to show them a description of the concept. Then, ask them to complete the MaxDiff by selecting the adjectives that most and least match their feelings of the concept.

If you have two concepts you are still trying to decide between, why not run an A-B test? Use two games with the same attribute list, but change the description of the concept in the start of game instructions for each. Then compare the results of the two games to each other to see which concept performed the best.

Use Datagame for concept testing

Sign up for a free account and include a Datagame in your next concept test. Games are easy to configure and can be created and launched in minutes. Embed it in your Qualtrics or Confirmit survey, or use redirects to chain it with another survey platform.