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Concept Testing

Some tools to :

  • Test new products and services with target consumers / users
  • Ensure that new concepts are acceptable before they are put on the market
  • Set priorities with the alternatives if several versions are envisaged

Concept tests enable the evaluation the perception and impact of the launching of a product or service in its reality, and, if necessary, to implement the relevant improvements.
In order to conduct concept tests, several methodologies can be used, alone or together.

The key stages

Fix the scope of the survey

  • Decide upon the importance of the exploratory phase necessary before the concept test (image evaluation)
  • Before beginning the survey define the elements which are necessary for decision making

Decide upon the most appropriate methodology

  • Focus group, individual interviews or a mini group can be envisaged, depending on the case. Each tool can be used alone or together.

Giving the operational answers

  • Validate the viability of a project
  • Propose a credible measurement of the intention to try a new product/concept depending on the strengths / weaknesses perceived

Kheolia’s competitive edge

  • An ad hoc approach to the problems, without taking sides or bias
  • A mastery of the methods of collecting information which is continuously improved
  • A thorough, illustrated report which highlights a summary of the results, gives a synthesis of the key points, a deep analysis with annexes.

We carried out a qualitative survey with Kheolia on a precise segment of the clientele. Their team is very reactive, listened to us well, and was able to carry out the assignments that we had entrusted them with in a record time. Kheolia’s strength is the way in which they led the group meetings as well as the analysis.
A real relationship of trust was established which was very positive for the survey. We were very satisfied with this collaboration and the restitution of the project.
Kheolia is a very professional market research company.


Karine Ducos

Marketing Management Toulouse Airport Blagnac

Kheolia has made a commitment to Esomar

Respectful of the ethical code in favour of good practices and consumer protection, Kheolia Institute has joined Esomar, the association for survey professionals which now has a worldwide coverage.


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