konsepptesting

Konsepptesting, often written as concept testing, is a market research technique used to evaluate consumer response to a new product idea, service concept, or marketing message before substantial development. The aim is to assess appeal, perceived value, and potential demand, and to compare alternatives to guide positioning and feature decisions.

Researchers use a range of methods for konsepptesting, including surveys, focus groups, interviews, online panels, and visual or narrative concepts such as storyboards or short videos. Respondents typically rate concepts on scales for appeal, clarity, differentiation, and purchase intent, and may provide reactions to price, packaging, or messaging. Some studies also test multiple variants simultaneously or apply conjoint-style approaches to estimate trade-offs between attributes.

A typical process begins with concept generation and clear targeting, followed by creating concise concept statements and supporting visuals. A representative sample of the intended market is then exposed to the concepts, and data are analyzed to identify which ideas show the strongest overall appeal and best value proposition relative to cost. Insights guide concept selection, feature prioritization, and messaging strategy, and may trigger iterative refinement before moving to development or launch planning.

Key metrics include concept appeal, perceived value, purchase or trial intent, clarity of the benefit proposition, price tolerance, and differentiating power. Konsepptesting helps reduce risk, prioritize investments, and align product and marketing with customer needs. Limitations include hypothetical bias, sampling bias, the quality of the concept description, and the challenge of translating stated intentions into actual behavior.