Top 7 Product Concept Test Survey Questions + Sample Questionnaire Template

There are four stages of concept testing:

• Audience Selection

  You either use a sample provider or your existing customer database to find dog owners. Well, in the above example Acme Dog Food would need to find dog owners who have an Asian dog breed

• Assessing the concept:

  Let’s take an example Acme Dog Food wants to know the number of times an Asian breed dog eats a day so that they can design and manufacture small boxes of food to make it more convenient for the dog owners.

  You could showcase different concepts based on what the dog owners do currently. Let's look at the following series of questions:

  1. What food do you feed your dog currently? (Open Ended Text)
  2. How many times does your dog eat a day? (Numeric)
  3. What size of bowl do you use? (Single Select)
  4. What are the most inconvenient things you go through as part of the feeding experience? (Open Ended Text)

  The questions 2 and 3 could use logic to only showcase concepts which need to be tested for a high-frequency eater.

• Market readiness with pricing

  Once you have a concept which the dog owners think they will actually buy, you could actually use price testing methodologies. Examples of such methodology are conjoint analysis or Van Westendorp pricing.

• Positioning the concept

  This is where how you want to position your product in the market. Making the position clear and enticing is the most important objective here. The packaging content and image displayed plays a vital part in the merchandising of the product.

  For example, the Dog breed “Pug” is common in India and using that dog's image might help with the merchandising of the product. In this particular stage, you can use image testing as a methodology.

Reasons to conduct a concept survey:

• Product concept testing helps an organization or business reshape and refine ideas, such that they have greater potential for a successful product launch and for market acceptance and absorption of the newly introduced products.
• By gathering real market research insights from potential consumers, into potential product ideas to deliver a better product, product concept test can also help an organization or business prioritize.
• Product concept test has the ability to improve a product. But sometimes marketers or product developers overlook the power of concept tests and fail to recognize its importance. In such cases, there are chances that a product may not be able to make that impact in the market.
• However, this situation can be avoided. QuestionPro’s brief product concept test survey enables an organization or business to collect an insightful market research and create a report. The questions placed in this form help in identifying the differentiating characteristic of a product and if the audience has any suggestions or opinions about adding or deleting any feature. Through this survey organizations or businesses can develop and optimize effective market positioning.