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Concept Testing Launches from MRSI
Cincinnati-based Marketing Research Services Inc. (MRSI) has added online concept screening and testing services ConScan(SM) and ConSelect(SM) to its PRISM® system for product development.
MRSI says the two offer speed and price advantages over traditional methods such as mall intercept or central location testing.
ConScan takes ideas at the point where consumer needs have been identified and initial concept solutions are being evaluated, and screens them to assess potential and prioritise development. ConSelect then helps clients determine which ideas are the strongest in terms of purchase intent, likes and dislikes and expected purchase frequency. Surveys are available 24/7 and results are monitored as they come in.
ConScan uses a primarily sequential monadic screening technique so consumers can evaluate up to five potential concepts at once. At this stage, concepts are brief, usually three to four sentences with a price and a visual. With ConSelect, which also uses a primarily monadic technique, consumers evaluate only one concept at a time. Concepts are more detailed and the focus shifts from screening to fine-tuning and optimizing the concept message and positioning.
Chief Operating Officer Todd Earhart says the product development process is 'a complex undertaking with tremendous costs and risks' and that his company's products aim not only to minimise that risk but also to 'minimize both the monetary and time costs associated with product development'. He adds that with decades of NPD experience, 'we know the added value of transitioning concept screening and testing to online methods, and have already helped many of our long-standing concept screening and testing clients make that transition for its speed and cost efficiency.'
MRSI is a member of the MVL Group of companies. Further details of PRISM are online at www.prism.mrsi.com/conselect.html .
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