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What is the real effect of your an idea or concept? Neuro Concept Testing uses Neuroscience to measure the impact that your concepts have on the subconscious mind of consumers.
The impact of your concept is largely dependant on how it is subconsciously processed.
People process information so quickly and superficially, without much thought. Even though the process is rapid, the emotions and associations are unconsciously activated and encoded into our memory.
It’s the efficacy of this process which predicts consumer behaviour.
Neuro Concept Testing, also called Pre Testing, helps predicts the effects of your concept through Neuroscience.
To test a concept we just need a representation of the concept whether it’s a piece of text, imagery, video or even a storyboard. This allows you to validate concepts ideas before incurring any development or production overheads.
Was your concept impactful enough to trigger an emotional response from the target audience? If so, how strong was this emotional response?
Are people showing approach/'want' or avoidance tendencies towards the concept being presented?
How easy is it for people to understand your concept idea? Is it too abstract or difficult to process
How memorable was your concept? Did it encode memory? Will it be easily retrieved?
A really great idea affects our minds & bodies, it actively engages us from an emotional perspective and it triggers brain activity that reflects preference. But it can also do the opposite. How does your idea stack up?
The Product or Creative Development process involves a lot of risk.
Neuro Concept Testing or Pre-Testing can help:
Here you can find some of the questions we are asked about Neuro Concept Testing on a regular basis.
If you have questions you cannot find here, or elsewhere on our website, please contact us by clicking on the button below.
Concept testing is the process of using surveys to evaluate consumer acceptance of a new product idea prior to the introduction of a product to the market.
Neuro Concept testing is a technique that combines Neuroscience with traditional Concept Testing to assess consumer reactions to new products, services, or marketing campaigns before they are launched.
The goal of neuromarketing concept testing is to gain a deeper understanding of consumer attitudes and preferences towards the concept being tested and to identify potential issues or opportunities that can be addressed before the product or campaign is launched.
By using these techniques, researchers can gain insights into consumer behaviour that would not be possible through traditional methods.
When it comes to Concept Testing, you don’t want research to slow the development process down.
A standardised concept test usually takes 5 days to complete.
Normally a sample size of 30-40 would be required for conclusive outcomes in Concept Testing.
This number may seem low in comparison to the larger sample sizes that are associated with traditional marketing research.
Sands (2009) conducted a study into the optimal amount of respondents needed specifically for EEG research. By measuring the brain activity of 126 respondents viewing advertisements, with randomised sampling he reviewed how the means and standard deviations changed.
He concluded that reliability didn’t improve much after 30 respondents, associated with an error rate of less than 1%.
In other words: regardless of whether you test 30, 120 or 1000 respondents, your data will practically look the same.
As you increase the sample size, project costs increase, with this in mind our recommendation is not to oversample.
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