Concept Test

A concept test will give you a good idea of the potential of your new idea. This can be a new product, brand or even an idea for your own food start-up. You will learn who would want to buy your product and why. By listening to your target audience at an early stage you can innovate faster and take fewer risks.

Read our extended vision on testing concepts in an early stage and why you should to it here.

What do you learn from it?

If and why consumers are interested in your product idea. Specifically:

Strong and weaker aspects, including hidden strengths
Perceived uniqueness
Understanding of the idea
Willingness to pay
Effectiveness of your messaging

What can you do with the results?

Find previously unthought of opportunities. It will give you creative input to take your idea to the next level.
Convince investors, partners, retailers, etc. If you can prove that there is a target audience who is willing to pay for your idea, it will open doors that were shut before.
Decrease the risks of failure. Not only will you get an underpinned estimation of the market potential, the concept test will help you develop the right features and the right message thereby optimizing the chances of success.

When do you use it?

As soon as your idea is starting to take shape, you test it. A good moment to test would be before you start making investments in technology, marketing etc. It’s also a good idea to test your idea before you talk to investors. Investors will be more likely to invest in an idea that has proven to be interesting for consumers.

The set-up

Most often we use a qualitative approach, with around 15 -25 consumers from the target group. The aim is to get a deep understanding of how they react to your idea. The idea is presented to them and in a number of rounds we collect their feedback, thoughts, questions and doubts. If needed, this can be supplemented with a quantitative test among a bigger target audience to be able to show hard figures.

Timing and investment

Two weeks, starting at €2.500,00 for a standardized set-up. Ask us for a ball park or a full proposal using the button below.

Why Future of Food Institute

We understand sustainable food marketing. We know how to bring across a sustainable message. We know examples of successful campaigns of sustainable food. We understand how to avoid coming across as greenwashing. We offer a quick turnaround and competitive pricing.

Have a question?

We love to tell you more, so feel free to contact us for more information or fill in the form at the bottom of the page.

What we do

Strategy

Innovation

Advertising

Download our brochure about concept testing.

We help sustainable food companies to innovate faster and communicate with more impact. We do this by offering accessible and crystal clear consumer insights.

We love working with mission-driven food companies and non-profits that have a positive impact on society and our planet. Together we empower consumers to make food choices that are good for them as well as for the planet.