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Home > Services > Web-Based Testing > Brand & Concept Test

Brand & Concept Test

A brand and concept test will help you understand the effectiveness of your brand strategy or concept development. During the early stages of product marketing, brand awareness and concept testing will provide you with the consumer insights needed to launch a successful campaign, new product, or feature enhancement.

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Methodology

Our brand and concept tests combine AA&U (Attitude, Awareness and Usage) testing with brand attribute measurement and concept exploration. We help you understand your target consumers' awareness and usage of your brand and / or brand category, as well as their competitive preferences and future usage. When testing key concepts, we evaluate how well the concept is perceived among target users and likelihood to adopt based on key features.

For brand and concept testing, we leverage online surveys that enable interaction with images and descriptions to combine implicit and explicit user feedback and identify which attributes resonate with users and drive overall preferences.

Questions

• What are the awareness and usage of your brand? Versus the competition?
• What are users' attitudes towards your brand?
• How do users perceive a particular brand statement or new concept?
• Are participants likely to use the proposed concept or embrace the idea?
• How can the concept / idea be improved?
• How appealing is the current home page?
• What area on the home page draws users' attention the most?

Insights

A home page survey is most effective when assessing how visitors heard about your site and what segments are visiting to ensure your site is meeting the needs of primary users. The home page is the gateway to your site, so it is also helpful to assess how engaging the home page is at drawing users into the site.

Home page surveys are also helpful for benchmarking the user profile before and after a key marketing campaign or event to determine the success of a given campaign.

Benefits

• Identify the current profile of visitors to your site across key segments and demographics
• Understand how visitors heard about your site and their primary intentions for visiting
• Assess how engaging your home page is at drawing key segments into the site
• Determine which areas of the home page are most appealing

Contact Us

   415-445-4677  
   

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