When you are evaluating new product concepts it is important to get both quantitative and qualitative insight from your potential customers. Relying solely on either focus groups or core metrics can actually lead to the wrong decisions and in many cases, the real story is told through the open ends that explain the metrics.

Our approach to product concept testing uses quantitative evaluations and qualitative questioning to put new products in context, explaining the mindset people are using in their evaluations and what jumps out at them about each concept—both positive and negative. Using concept rotation, you also eliminate order bias when comparing and ranking different options.

Whether your concepts are in the earliest stages (text description) or there are final photos, video, and audio descriptions, with Invoke you get in-depth feedback and scorecards from a large volume of people about:

• The competitive set and relative strengths and weaknesses
• Met and unmet needs within the product category
• Product appeal and benefits
• Brand fit
• Purchase intent, likes, dislikes, etc.,
• Additional useful features and improvements
  

Because our online platform is a real-time environment, you can take any idea uncovered in the open ends and let additional participants react to it on the fly.

Good product development research is not only about finding a winning concept, it is about getting a full understanding of what barriers you must overcome and what changes need to be made to maximize interest, trial, use, and word-of-mouth recommendations.