Product & Innovation experience
Evaluate, prioritize, validate: idea tests, concept tests, product tests.
To assess consumers’ experience with your products, and identify opportunities for adopting your innovations.
Our product experience studies encompass all sensory, emotional and functional dimensions that contribute to the consumer’s overall experience with the product. The goal of our approach is to understand how consumers perceive and live this experience, in order to optimise the product’s design, positioning and communication.
As to the assessment of innovations, it focuses on understanding the consumer’s adoption and reception of an innovation. It aims to assess the perceived attractiveness, relevance and advantages of the innovation, as well as factors that may influence its adoption.
By combining these approaches, our solutions help you understand consumers’ expectations and preferences, assess their experience with the product, identify opportunities for improvement, define launching strategies and maximise consumers’ adoption and satisfaction.
In a constantly evolving environment, the structure of the products’ portfolio must be regularly reassessed, which implies optimisations, abandonments and the launching of new products. Our studies help you at each step of the process. Our studies help you at each step of the process. A methodological approach centered around the user, that is creative and effective to enable the development of products and services that provide customers with genuine satisfaction and value. From sketches, models, videos or functional prototypes – depending on the concept’s development stage – we analyse its perceived value and its capacity to stand out from the competition, so that you can make informed decisions on the continuation of development and adaptation. As a crucial step in the development process of products or services, our approach helps you select the most promising and viable ideas to challenge development teams while keeping risks to a minimum. A methodology aimed at optimising the design of a pack. We assess its visual impact and its efficacy: recognition, relevance of the message and understanding, differentiation. An approach that focuses on the relative importance of each attribute of the product in the purchase decision, in order to understand how the demand for the product varies according to price evolution. Test aimed at assessing modifications or adjustments, and approach involving listening to customers in order to constantly improve products and maintain competitiveness on the market.
The aim of a concept test is to evaluate the potential of a product or service before its launch. It allows for an analysis of the perceived value among the target audience, their understanding of the concept, and its ability to stand out from the competition. This type of study helps inform decisions about whether to proceed with, adjust, or abandon the concept, in order to secure investments and ensure that the concept aligns with market expectations. Concept testing is generally evaluated on two levels: Spontaneous reaction / reaction to the concept statement: This refers to the consumer’s first impression, without in-depth reflection. It corresponds to what the consumer feels immediately upon discovering the idea: Do they like it, understand it, or find it interesting? This reaction is often instinctive and emotional. Reaction after the concept has been explained or presented: This second level of evaluation occurs after a more detailed explanation of the product or idea has been provided. The consumer is no longer limited to their first impression. They take additional information into account, which allows them to better understand how it works, its usefulness, and its benefits. Concept testing can be conducted using sketches, mockups, videos, or even working prototypes. The testing approach is tailored to the concept’s level of maturity. Early adopters are the first consumers to adopt a product, idea, or innovation. They play a key role in the success of a launch, as their adoption can help accelerate a product’s spread and acceptance in the market. Our products experience & innovation studies
UX and design thinking
Concept testing
Ideas screening
Pack testing
Price testing
Product optimisation testing
Our solutions
qualitative studies
quantitative studies
social media studies
What is the purpose of a concept test?
How does a concept test proceed?
At what stage of development can a proof of concept be conducted?
Who are the early adopters?
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