Concept testing should be about using consumer feedback to maximise the chance for success of new ideas. Too often, though, it’s a yellow light slowing us down. The validation of a concept test can’t be the primary or even sole research method you are relying upon when steering new products, designs or advertising to market. You’ll receive the best ROI from concept testing when other research has paved the way beforehand.
Join Jeffrey Henning and Ben Schubert of Affinnova as they discuss the challenges with the traditional innovation process and the research techniques that can improve the success of concept testing.
Jeffrey Henning, PRC is a noted research blogger and speaker. An ESOMAR member, he recently served on the ESOMAR 3D Digital Dimensions conference. Prior to Affinnova, Jeffrey pioneered the enterprise feedback management market at Perseus and Vovici. He is a professional certified researcher with the MRA.
Ben Schubert, Ph.D. holds a doctorate in cognitive social psychology. He has spent the past 9 years helping companies launch better innovations and is also an ESOMAR member.