Insights Works
Concept Value Test
Concept Value Test
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You have a new product idea. How do you know if customers will buy it?
Insights Works can gather both qualitative and quantitative feedback telling you how customers
will react to it in the marketplace, and how to improve its chances for success.
A Concept Value Test (CVT) is one way to test customer reactions to a new product idea. In a CVT, customers are
shown a description of your new product similar to how they would learn about it in the marketplace: an
advertisement, a point of purchase display, a video or even a physical prototype. Language should be hype-free
and similar to the way consumers speak naturally. It should contain enough information that they could make a
buying decision.
You will want to test their reactions along a number of key measures. These may vary but will generally cover
These reactions are quantified, perhaps on a 5-point scale. Then they are analyzed to determine
Concepts may be criticized by participants, then improved and tested again in future groups against the original
concept. The debrief will solicit suggestions for how to turn a “B” concept into an “A+” concept. These
conversations can generate a rich set of ideas for product planners and program managers to consider.
Insights Works can help test your product ideas in a number of ways. CVT’s can be conducted through focus groups
when you need a rich set of feedback. They can also be conducted through phone interviews, or web surveys, when
you want a statistically significant sample size.
Insights Works can gather both qualitative and quantitative feedback telling you how customers
will react to it in the marketplace, and how to improve its chances for success.
A Concept Value Test (CVT) is one way to test customer reactions to a new product idea. In a CVT, customers are
shown a description of your new product similar to how they would learn about it in the marketplace: an
advertisement, a point of purchase display, a video or even a physical prototype. Language should be hype-free
and similar to the way consumers speak naturally. It should contain enough information that they could make a
buying decision.
You will want to test their reactions along a number of key measures. These may vary but will generally cover
- • First Impressions, especially emotional reaction
• Interest in Learning More
• Interest in Purchasing
• Reaction to Price
• How much they trust the message
• How this compares to what they are already doing
These reactions are quantified, perhaps on a 5-point scale. Then they are analyzed to determine
- • Which concepts test best, and why
• What aspects of each concept need to be improved, and how to improve them
• How these concepts compare with historical CVT scores of successful products
Concepts may be criticized by participants, then improved and tested again in future groups against the original
concept. The debrief will solicit suggestions for how to turn a “B” concept into an “A+” concept. These
conversations can generate a rich set of ideas for product planners and program managers to consider.
Insights Works can help test your product ideas in a number of ways. CVT’s can be conducted through focus groups
when you need a rich set of feedback. They can also be conducted through phone interviews, or web surveys, when
you want a statistically significant sample size.