We helped a major player in the business to set up
a series of concept tests to facilitate the product development process.
The tests were carried out with B2B-target groups such as craftsmen, electricians, carpenters etc.
For this target group, CATI is normally the only viable option, but this doesn’t work well with concept evaluation. Instead, we used interactive CATI, where respondents were Interviewed over the phone but could see the concepts on their mobile phones using an online link.
In this way, respondents could be presented with descriptions of the different concepts and mockup pictures.
Concepts were tested for product attributes, price, degree of innovation, brand alignment and purchase intent.