Qualitative Concept Testing

Client Applications
  • New Product/ Service Development
  • Brand Repositioning/ Revitalization
  • Brand Extensions
Client Deliverables
  • MI provides a reliable, cost effective means of assessing multiple concept potential at a very early stage of the product development process.
  • Using a qualitative concept screen methodology, we identify the concept(s) with the greatest potential and screens out the "losers" early while also providing critical marketing direction for concept refinement of winning concept(s).
  • We have extensive experience across adult as well as children target user groups and customize our research design to address the specific requirements of our target users.

Quantitative Concept Testing

Client Applications
  • New Product/ Service Development
  • Brand Repositioning/ Revitalization
  • Brand Extensions
Client Deliverables
  • Following concept refinement, we quantitatively assess the market viability of product concept(s).
  • These concepts are validated among key target segments and evaluated across core measures and benchmarks including purchase intent (pre and post price), distinctiveness, purchase frequency, brand fit, and source of volume/cannibalization.