Concept tests: rating an idea before it exists

Key points

• A concept test asks for your opinion on a new product or service idea that does not exist yet.
• You might see a short written description, a simple sketch, or a detailed digital mock-up.
• Companies rely on your honest feedback to decide if an idea is worth manufacturing.
• You usually have to keep the ideas a secret because they are new and unreleased to the public.

What a concept test is and how it works

Have you ever seen a strange new snack flavor at the store and wondered who decided to make it? Before that snack arrived on the shelf, the company probably ran a concept test. A concept test is a type of market research where people rate an idea for a product or service before it actually exists.

Companies want to know if an idea appeals to real people before they spend time and money making it. They use online surveys, focus groups, or interviews to show the idea to consumers. They ask questions to see if the idea solves a practical problem or if it just sounds confusing.

A concept test is very different from a product test. In a product test, you receive a physical item in the mail to use in your home. In a concept test, you only look at an idea on a screen, and the product might be years away from being made.

When you take part in a concept test with Reward Hours, you get a sneak peek at what brands are thinking about. You might see early ideas for new drinks, household cleaners, phone apps, or streaming services. Your job is simply to read about the idea and tell the researchers exactly what you think.

What a concept looks like in an online survey

Because the product does not exist yet, the survey will show you a visual or written representation of the idea. This representation is called a concept. Concepts are usually kept as simple as possible so you can focus on the main idea without getting distracted.

Concepts come in many different formats depending on how far along the project is. Some ideas are brand new, while others are almost ready for the factory. When you open a concept test survey, you might see:

• A written description explaining what the new product does, who it is for, and how much it might cost.
• A simple sketch showing the basic shape or features of an item, often without any color or brand names attached.
• A mock pack, which is a highly detailed digital image designed to look like the finished box or bottle.
• A short video or digital storyboard showing how a person might use the new service in their daily life.

If the concept is just a plain block of text, you will need to use your imagination. Read the text carefully and try to picture how the item would fit into your own home.

Rating one idea versus comparing several options

Sometimes a survey will show you a single concept and ask for your detailed thoughts on it. Researchers call this a monadic test. They want to know your reaction to this one specific idea in isolation, without comparing it to anything else.

Other times, a survey will show you several concepts one after the other. The company might be trying to choose between three different brand names for a new coffee maker. They might want you to look at two different package designs for a cereal box to see which one catches your eye.

When you compare multiple ideas, the survey will usually ask you to rank them from best to worst. You will need to explain why you preferred your top choice over the others. Comparing ideas helps companies figure out which direction they should take when they finally build the product.

The questions researchers ask about new ideas

After you look at the concept, the survey will ask you a series of questions. Researchers want to measure your initial reaction. They often start by asking if you like or dislike the idea overall.

Next, they will ask about specific parts of the concept. You might have to rate how clear the description is or how believable the claims are. For example, if a concept promises a cleaning spray that removes stains in ten seconds, researchers need to know if you actually believe that claim.

They will also ask if the idea feels new and different from what you already buy. Finally, you will usually see a question asking how likely you are to buy the product if it was available in a store. This is called purchase intent. This specific question helps the company estimate if the idea would be popular enough to make a profit.

Why your honest opinion saves companies money

Creating a new product is an expensive process. A brand has to design the packaging, buy the raw ingredients, set up the factory, and pay for advertising. If they launch a product that nobody wants, they lose a lot of money and waste a lot of materials.

This is why they ask panel members for feedback. They need ordinary people to look at the idea and spot any problems early on. If you think an idea sounds terrible, you should say so. Companies do not want you to be polite, because polite answers do not help them improve.

Honest feedback is the most helpful kind of feedback. If a concept seems confusing, boring, or too expensive, the company needs to know that right away so they can fix it. You can learn more about who pays for market research, and why your opinion is worth money to understand how your answers help businesses make better decisions.

Keeping unreleased ideas a secret from competitors

When you review new concepts, you are seeing information that is not public yet. Companies want to keep their new ideas hidden from their competitors. Because of this, concept tests almost always require strict confidentiality.

Before the survey shows you the idea, you might have to agree to keep the information a secret. You will usually have to check a box saying you will not take screenshots, download the images, or tell anyone about what you saw. The survey might even disable the right-click button on your mouse to prevent you from saving the pictures.

In some cases, especially for big brands or highly secretive technology products, you might have to agree to a non-disclosure agreement before you begin. This is a simple legal contract. You can read more about recording, consent and NDAs: what you agree to in a research study to see how this works.

Tips for giving helpful feedback in a concept test

When taking a concept test, take your time and read the whole description. It is very easy to skim the text and miss the main feature the company wants you to review. Read every word carefully before you move on to the questions.

Many concept tests include text boxes where you can type your own thoughts. These are known as open-ended questions. Use these boxes to explain exactly why you gave a certain rating. Instead of just saying you like the idea, tell the researchers what you like about it.

For instance, if a new dog food concept appeals to you, explain that you like the healthy ingredients or the convenient pouch packaging. Specific details help the researchers understand your point of view. For more advice, read our guide on how to write open-ended answers researchers actually use. If you want to start sharing your opinions and earning rewards, you can create a free account today.

Common questions

Do I get to keep the product after a concept test?

No, because the product does not exist yet. A concept test only asks for your opinion on a written idea or a digital image. If you want to try physical items, you should look out for in-home product tests instead.

Why do surveys ask if I would buy a product when I just said I dislike it?

Researchers ask standard questions to measure every aspect of an idea. Even if you dislike the color or the name, they still need to know if you would consider buying it. Your complete answers give them a clear picture of how the product might perform.

Can I tell my friends about the ideas I see in a survey?

You should never share information from a concept test with anyone else. The ideas shown in these surveys are strictly confidential. Sharing them could harm the company trying to build the new product.