Reaction Time helps discover true attitudes towards concepts

Creating new products requires great ideas, experience and the right strategy. Obviously, one more element should never be missed: concept testing. Researchers choose between quals and quants or use both methods to predict consumer reactions regarding new propositions. Why not conduct a deep check (not only ask) to find out how customers really feel about your fresh idea?

Improve your concept test by:
  • revealing attitudes that are not visible on the declarative level
  • discovering subtle differences between concepts
  • verifying how consumers emotionally perceive new products
  • identifying strong and weak points of concepts and ideas

Searching for a perfect snack

Business issue: Our client picked up key attributes to test four different concepts of a new product – crispy breadsticks with a creamy dip. The aim of the research was to evaluate the performance of each concept and choose the best idea for their marketing communication.

  • Client's industry: FMCG
  • Sample: 196 respondents
On a declarative level Concept C seems to have taken the lead, the others are at a similar level with no significant differences.
EXPLICIT RATIONAL OPINION
the bars indicate how many respondents agreed with the statement.
Reaction Time measure shows that customers are not certain about their own declarations in the case of Concept C – there are some doubts in terms of the value delicious. In this creamy battle Concept A is the leader: strong implicit scores on 3 out of 4 attributes backed with reasonably high explicit scores shows it has the highest potential to be the customers’ favourite snack.
EXPLICIT RATIONAL OPINION
the bars indicate how many respondents agreed with the statement.
IMPLICIT EMOTIONAL CERTAINTY
the color shows the strength of an attitude. The higher the speed, the more certain respondents are about their opinion
MAIN FINDINGS

Emotionally, consumers feel what would taste the best

Our client’s product was almost ready to market and only one question remained with no answer: how to talk about it to emphasize its most important features. As it happens quite often in the testing phase – all concepts seemed to be equally perceived by customers, no matter how they were described. Thanks to an additional measure: Reaction Time, our client was able to see more granulated results with no need to spend extra time and money on additional research. Knowing the level of emotional conviction of respondents made it easy to recognize the winner out of all the concepts. Implicitly, Concept A was evaluated best: consumers intuitively described the presented product as wholesome, crunchy and delicious.

We recommended the best choice for the new products’ communication – Concept A and to focus more on the value makes me feel good which didn’t perform well in any of presented concepts.

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