Even the best ideas need a reality check before they can be reliably put into practice.

That is why it is important for brand research to be integrated into the innovation process as early as possible. Concept tests explore the general acceptance of the concept and quantify the readiness to use it. Potential analyses make it possible to make reliable sales forecasts, thus ensuring that your investments are genuinely worthwhile.

Concept tests

Touch down at the customer’s with the right idea

Whilst development cycles for new lines and relaunches get shorter, the pressure to innovate increases. The only products and services to get the chance are those that effectively reach the target audience. Our qualitative and quantitative concept tests answer the question of which idea is worth investing in.

Qualitative tests on acceptance

The sooner the market research is carried out as part of the innovation process, the more the qualitative methods reveal their potential. Whether it involves creative workshops, co-creation, rapid prototyping in focus groups or individual explorations, our methods give a solid basis for your decisions. You get a clear sense of what potential your idea has and what the best focus for your communication would be.

Quantitative test on readiness to use

To be able to make a valid assessment of the risks and opportunities of launching new products and services, the qualitatively optimised concept should be quantitatively tested against alternative ideas for readiness to use. At the same time, using a partially standardised tool, we test key dimensions such as readiness to buy, uniqueness, innovative nature and credibility, and explore these using open queries. The test design can be extended in modular design, e.g. in order to analyse price thresholds or test alternative packaging concepts.

Irrespective of whether it is qualitative or quantitative, a concept test is just a tool in the creative process and should promote and inspire it, rather than interrupt it. This results in a real benefit for you and a clear mandate for us: reduced effort on coordination through standardisation, short lead times through process efficiency, and quick delivery of results through automation.

Potential analyses

Testing innovations on their market success

Potential analyses are quantitative-based and test how your product or service innovation will actually be received. We initially survey the necessary terms of use by means of differentiated screening. These terms of use (such as product requirements, brand affinity, product acceptance) are systematically operationalised and the validated potential is offset against the readiness to use with different price settings, taking into account former patterns of use (such as openness to innovation, innovation user). The individual stages of potential are finally transferred into a logical hierarchy, which can then be presented in a funnel illustration. Here, the validation is the real challenge. To avoid underestimating user potential, tact and sound knowledge of the market is required.

This therefore gives reliable sales forecasts on a representative basis. At the same time, it is possible to create a detailed profile of the target audience for the concept; an important input for subsequent marketing activities in the roll-out.


Current cases

Impact of physical brand surfaces

Good question: To what extent does the external appearance of a brand, i.e. its physical brand surface, influence the image and performance...

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b2b market research at C-Suite level

b2b market research at C-Suite level (e.g. CEOs and CFOs), i.e. market research decision-makers, is notable for its multiple challenges.  But what makes...

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Measuring retailer satisfaction correctly

Researching retailer satisfaction is a specific subtype of b2b market research, as retailers often have a very ambivalent relationship with companies whose...

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Selected specialist publications

Riddle Response

A holistic view of the topic of response and how this can be influenced in the phases of a project.

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Listening what is important

The open questioning of pain points or delighters is part of many surveys, and yet the qualitative insights hidden in the open...

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No worries about being replaced by AI

Members of planung & analyse's platform of corporate market researchers (PUMa) are generally positive about AI tools and believe they could make...

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