Concept testing really is just that - testing a concept to measure its potential success. Investing in this type of research is critical for B2B brands, as it's a surefire way to save them both time and money.
In this post, we'll dive into what concept testing looks like for a B2B company, the best methods, why it's so important and more.
What is Concept Testing For B2B Companies?
B2B concept testing is a market research method that gathers feedback about a B2B company's product, service, or campaign idea prior to launch.
The goal of concept testing, no matter the type of company, is always to mitigate risk and increase the chance for success. This is done by gathering feedback from a company's desired target audience using research methods based on the specifics of their need.
Using this feedback from consumers, B2B companies can then make changes to their offerings before they launch.
There are two key benefits here:
- B2B companies can feel confident they are releasing an offering consumers will use✅
- No precious time or money has been wasted on a flop✅
Best Concept Testing Research Methods
As researchers, we know that testing a concept depends on a B2B company's needs. For instance, online surveys may be the way to go. In other cases, in-store testing may be the correct route.
No matter the research method used, concept testing will always gather details from participants about certain core topics.
These include:
- Usability
- Design
- Quality of a product
Below, we'll review some of the tried-and-true concept testing methods we use with our own clients.
Online Surveys
We're starting off with a classic.
Online surveys are a straightforward market research method used for a variety of needs, including concept testing. Once the desired target audience has been selected, they will take an online survey to share their thoughts on the offering.
Online surveys are great for gathering quantitative data from a larger pool of respondents, and will often include a mix of question styles to get the best responses.
Focus Groups
Conducting focus groups is a great qualitative option for B2B companies looking for highly detailed audience feedback. Led by a moderator, focus groups include a small number of participants providing their opinions about an offering.
In B2B focus groups, participants are often made up of key decision-makers or potential clients of a brand.
Since this method is more discussion-based, it's easier to obtain specific information that can ultimately be very beneficial. Topics can arise naturally out of conversation, which the moderator can then dive into.
Take a look at the four key benefits of running focus groups.⬇️
https://www.youtube.com/watch?v=hDaHPv21VPw
IHUT Research
IHUTs (AKA in-home usage tests) are a hands-on approach to testing product concepts.
💡PS: This method is also ideal for B2B companies testing out a prototype.
Participants can offer feedback about the usability of a product, along with important design and packaging details. While the participant is testing out the product, a trained researcher will often join them in person or virtually to ask questions throughout the process.
In-Store Testing
In-store testing measures a product's capabilities in a store setting. This form of concept testing is especially helpful for B2B companies, as it's a chance to not only enhance products but generate leads as well.
This method is also useful for products directly related to customer satisfaction, such as:
- Inventory management tools
- Point-of-sale software
- Product displays
B2B companies can use this feedback to ensure their products are successful in the field, ultimately establishing trust with customers.
Why Is Concept Testing So Important For B2B Companies?
Concept testing can save a B2B company wasted time and potentially millions of dollars.
For instance, launching a new product can range from $10,000 dollars to over $10 million dollars. Imagine if a project in that price range failed because consumer opinion was never gathered. Ouch.
Concept testing prevents this from happening while also delivering a business with solid consumer data about an offering. That way, leadership teams can make data-driven decisions based on relevant information.
At the end of the day, it's all about giving B2B companies peace of mind and confidence that their product will be a hit.
Best Practices For Concept Testing B2B Research
B2B concept testing has to be done correctly for it to be effective. Two key aspects of this include having a clear vision of goals and highlighting the desired target audience.
Remember Your Goals
All successful market research projects begin with a set of key goals.
When partnering with a third-party firm like Drive Research, a kickoff meeting will be held where goals, concerns, and other questions are discussed. This sets the tone for the remainder of the concept testing project and avoids confusion down the line.
Use Different Audiences
Gathering data from different audiences can only enhance a concept testing survey, as combining multiple audiences delivers more nuanced insights.
For example, it may be advantageous for a B2B company to gather feedback from individuals outside their target market. In some cases, this may look like getting information from both potential customers but also industry experts.
Why Drive Research Is The Right Partner For B2B Concept Testing
At Drive Research, our team boasts over 80 years of combined experience in the field.
Well-versed in the intricacies of concept testing, we'll partner with your B2B brand to develop a completely unique project.
Once we gather the necessary data from your desired audience, we'll craft a detailed market research report stating our key findings along with tailored suggestions. So let's get started!
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Lark Allen
As a Content Marketing Specialist, Lark has a strong background and passion for creative, professional, and journalistic writing. She is also a self-proclaimed music freak and 90s enthusiast.
Learn more about Lark, here.
