Konsepttester

Konsepttester refers to research methods used to evaluate a product or service concept before substantial development. The aim is to estimate appeal, clarity, intended use, and purchase intent, helping teams decide whether to pursue, adjust, or abandon a concept.

Konsepttesting is typically conducted in early stages of product development and marketing. It supports feature prioritization, pricing considerations, and risk reduction by testing core assumptions about the target audience and the concept’s value proposition.

Approaches combine qualitative and quantitative methods. Stimuli may include written descriptions, visual mockups, videos, or simple prototypes. Data are gathered through surveys, interviews, or focus groups, and can be complemented by more formal techniques such as conjoint analysis or price sensitivity measurement to explore trade-offs and willingness to pay.

A typical process involves defining the concept, selecting a representative target group, presenting the concept in a clear and credible form, and measuring reactions on factors such as overall appeal, comprehension, differentiating features, and purchase intent. Results are analyzed against predefined criteria to determine a go/no-go decision or to identify required refinements.

Key metrics commonly used in koncepttesting include purchase intent, overall appeal, perceived value, clarity, differentiation from competitors, and willingness to pay. Strengths of koncepttesting include rapid feedback and lower development risk; limitations include hypothetical bias and the challenge of translating stated intent into actual behavior.

Effective koncepttesting relies on representative samples, well-designed stimuli, and iterative testing to validate adjustments before broader investment.