Our Xpert Study: Concept Test provides you with an easy-to-use template to quickly conduct research tests, pre-built and fully programmed with logic and optimal question types.
Concept Test allows you to validate up to 100 product or service ideas in one study. Identify the strongest concepts and discover which product or service offers the best market opportunities. Test every aspect of your concept from purchase intent and pricing to features and messaging to set your product up for success.
You can choose between two types of concept testing templates currently: pure monadic (respondents see only one concept) or sequential monadic (respondents see all concepts or a subset of all). You will be able to select between sequential or pure monadic on the Input Page of your Xpert Study.
Building Your Xpert Study
From your aytm Account Dashboard click on the Concept Test edit icon (pencil) to open a new Input Page.
This will take you to the Input page of the Xpert Study Concept Test template:
Simply follow the prompts on the Input page and your Xpert Study will populate as you fill in the information. To help get you started you will need the following information:
✔ What are you evaluating (product, service, etc.)?
✔ What is the category of your concepts?
✔ What is the conversion event? (purchase, subscribe, etc.)
✔ Monadic or Sequential Monadic?
✔ How many respondents per concept?
✔ Screening Question – for the next few options, click the checkboxes of the questions you would like to include.
If you have additional screening questions not shown on the Input page you will be able to customize them on the Survey Editor later.
✔ Estimated incidence rate (IR) – if your survey is not gen pop and includes screening questions you will want to select the estimated IR from the drop-down box.
✔ If price is included with all concepts check the box.
✔ What attributes do you want to compare? Three populate on the Input page, but you can customize and add 7 more to test a total of ten attributes per concept.
✔ Source of Volume is another option you can add by providing the list of brands/products. This is an optional setting.
As you fill in all the information above, the Xpert Study will build your survey based on our automated template. To see exactly how your Xpert Study will be presented to respondents, click on the Quick Preview at the top left of the Input page to test your survey.
If you would like to see an example of the final results click the Demo Survey Report at the top right to see an example Xpert Report.
Customize and Launch Your Concept Test
Once you have entered all the information the Xpert Study needs to build your Concept Test, you have a few options prior to launching your survey.
Use aytm’s Quick Preview to see how your survey will be presented to respondents and how the elements you entered on the Input page populate in the template.
Edit your targeting criteria
Click the Target Market button if you need to add demographic targeting or aytm House Tags.
Review & edit your survey
You can access the Survey Editor page to make customizations to your Xpert Study: add custom pre-qualification questions or fine-tune text.
Note: making structural changes to the locked questions will convert your survey out of the Xpert template. You will be able to launch as a survey but will lose the automated Xpert Report functionality.
Ready to launch! Confident that everything is ready to go? Click on the Checkout button and launch your survey.
Xpert Report: Concept Test
Once your survey is in the field, you will have access to the same robust reporting tools with some upgraded features specific to Xpert Solutions. The default data report for Xpert Solutions will consist of a pre-built executive summary that includes objectives, methodology, and critical findings to start.
Automatic Xpert Report in Powerpoint
Xpert Studies Powerpoint exports include the executive summary with objectives, methodology, and critical findings on the introductory page.
Xpert Report: Concept Lab
In addition to the Xpert Report, you will also have access to our Concept Lab, which allows you to run significance testing on attributes across all concepts.
Within the Concept Lab, you can customize how concepts are displayed:
- Show: click the drop-down to sort concepts (all, top 3, etc.)
- Rank by: sort concepts by tested attributes (purchase intent, value, etc.)
You can export to Excel (summary) or PowerPoint while in the Xpert Report. If you would like to export to other file types (SPSS, JMP or CSV) or access the original results, navigate to the “Original - as fielded” raw data report.
Use this Xpert Study as an out of the box solution, or reach out to us to customize an Xpert Study for your team.