Creating an Effective Concept Stimulus for Market Research Testing: Three Simple Rules

Three rules to optimize your concept testing stimulus development.

As a primary marketing research firm focused on product development and innovation research, we are often required to present stimuli to test new concepts in both quantitative and qualitative research environments. This is an absolute necessity in many projects; it serves as an intervening event designed to elicit, then measure potential changes in behavior or product preference. 

The following three rules pertain to situations where there is not an actual, physical concept or item to share. While I would recommend that these principles should also be considered in a physical concept test, the lack of a physical display does necessitate special handling.

 

The Most Frequently Overlooked Element of Concept Tests: The Concept Presentation Itself

During numerous debriefing conversations, both before and during the kickoff of a research project, we seek to understand and discuss the fundamental requirement of a central, comprehensive presentation. Formats, media, tone, and purpose are all suggested and agreed upon to effectively present the idea. Why, then, does it often happen that when we arrive at the point within a project where a concept stimulus is the next step, do we find we, the marketing research firm, are being asked to “put something together”?

This is an understandable situation. In the fast-paced commotion that comes with a product development effort, there is seldom extra time to put together a solid media piece which adequately articulates the entirety of the concept’s attributes and benefits. Often the teams juggling a myriad of requirements for integration into a next generation concept are running extremely tight timelines. Yet, they are the ones who would also be responsible for generating such a media piece.

Understanding aside, the best choice for the creation of a concept stimulus is in fact the team most familiar with the product itself. We can, however, offer the following rules as a basic guideline to help you with effective stimulus creation.

 

Your Concept Stimulus is of Paramount Importance to a Clear Customer Read

We remind all our clients that clearly articulating their product concept in a voice their customer will understand is critical to achieving a true read on its merits. Just as you can only receive an accurate reading if you ask the right people to take part in your study, your audience can only understand the true potential of your product concept if the stimulus is an effective, engaging, and thorough representation of your ideas or products. 

Our experience has shown that there are a few very simple rules anyone can follow to ensure their concept is well presented and assimilated, and often, (but not always), it can be accomplished without professional production. This is not meant to be an exhaustive list or a detailed presentation how-to, but if followed, it will give your concept a great head start.

 

Rule One: Introduction, Detail, Summary

You have likely heard of the ‘sandwich’ format credited to Aristotle: Tell them what you are going to tell them; tell them; then tell them what you just told them. It’s not novel or fancy, but this adage is still remarkably good advice for creating a presentation of a concept. First, it allows your audience to focus on your main point quickly; they understand what to listen for. Second, your audience is prepared for a point by point summation of an idea they have already been introduced to. Then, by concluding with a clear summation, you are free to reiterate major points, thereby emphasizing the benefits of your concept once you are already certain a clear understanding has been reached. The beauty of this basic organizational structure is that it leads your audience through a logical progression of your ideas.

 

Rule Two: Use Video With Audio Whenever Possible

Ensuring that your testing audience understands your concept thoroughly before rendering their opinions is crucial. Only false data can come from incomplete or misunderstood messaging. Video presentation is your most valuable tool, and possibly your most versatile. Jerome Bruner’s studies at New York University suggest that comprehension of a concept is increased by 60% when it is displayed in a video format versus plain text. One explanation is that we are attracted to visual stimuli; another is that video allows for outward interaction when compared with text, which is solitary. Your customers will respond better and find greater comprehension with a multi-modal presentation, which video, especially when combined with audio, can provide.

In addition to communication benefits, effective video presentations also enable greater consistency in concept presentations, especially when compared to messages delivered verbally. Consistency is vital to collecting reliable data. Though consistently presented, misconception can still develop with text based stimuli, as complex points may be dismissed if they are difficult to follow, and there is no standard language which will produce the same response in every reader. This is especially true in qualitative endeavors, such as focus groups or one-on-one interviews; video reduces ambiguity. Consistent, clear messaging is best enabled by a combination of words and pictures. Remember, clarity and consistency in data is primary marketing research’s first priority.

“Of course we want great video, but it’s so expensive to create.” 

At this point, many of you may be thinking that good video comes at a premium, and that is often the case. However, there are several ways you or others within your organization can create an effective video using some very simple guidelines and tools. 

The following video showcases the usefulness of PowerPoint’s recording capabilities. 

 

 

Rule Three: Solicit Input From Your Team Members and Encourage Accountability Through Feedback Deadlines

The quality of your presentation is extremely important, but so is securing willing team members to create the piece. Although this is your pivotal concept stimulus, it is remarkable how many product development team members are resistant to step in and create the concept presentation video. Every company’s culture is different, and there are various reasons behind this reluctance, but one potential reason is that no one wants to be the person who left something out of the explanation of the concept.

That’s why this last rule is so important. The bottom line is that concept creation is a team effort, and so is concept presentation.Participation from every member is critical to producing a complete, well-integrated picture. Not only will this joint effort create the best finished product, but including your team in the review process builds ownership of the finished concept and increased pride in your offerings. More educated voices equals greater depth of input, clear identification for improvements, and the growth of new ideas for future concepts and better ways to present them. Never forget this last step; it has far reaching benefits in your organization.

As a final note, keep your presentation short. Under three minutes is ideal for quantitative results. Information assimilation degrades past that point, and the subject’s attention drifts. These constraints don’t apply to more complex concepts. In the case of a complex concept, qualitative methods should be employed; naturally, these presentations may be considerably longer. Perhaps the best rule of thumb is to use the time you need, no more. Above all, invest your entire team in making your concept presentation comprehensive, accessible, and fascinating. 

Actionable Research Concept Testing Whitepaper