Concept Test Solution
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Problems Faced by Enterprises
The proof of concept was not done before the listing
Enterprises often put into production when they have a concept. If the effect of listing is not good, they cannot recover the loss of investment. Experiments have proved that the concept of research, feedback and optimization before production can save a lot of costs and avoid waste of resources.
Difficulties in screening decisions
Even though many companies have refined multiple product selling points and formulated multiple excellent concepts, they cannot determine which audience is wider and which can impress consumers more.
Content optimization has no direction
I want to optimize the concept, but I don’t know where it needs to be optimized, what kind of optimization, and lack of pertinence.
Lack of comparison in the same industry
The market feedback information of competing products in the same industry is not comprehensive, and the level of its own concept in the industry is difficult to conclude because of the lack of effective comparison.
Concept test verification model: memory-like-purchase behavior evaluation
- In a sense, when consumers remember more positive information about a brand product, they will like it more and make a more positive buying behavior.
-Therefore, finding a memory point that matches the brand tone is the key to concept testing.
Seize the critical 5 seconds of consumer memory
- Memory is the effect of a variety of factors. The memory triggered by concepts/marketing materials is measured and analyzed through the four dimensions of effective memory formation.
Seize the critical 5 seconds of consumer memory
- Memory is the effect of a variety of factors. The memory triggered by concepts/marketing materials is measured and analyzed through the four dimensions of effective memory formation.
Overall Likeness Measurement
- Emotions and moods are the psychological processes that accompany the cognitive process. The more positive emotions consumers have for brands and products, the more they will be defined as pioneer brands/products. The more effective memory is extracted by thinking during the purchase consideration process.
Through KIA modeling, grasp the image points that promote brand memory
When the brand image that the concept, material, etc. want to express matches the self-concept of the target consumer, it will be easier to produce positive feelings of like, and prompt consumers to consider the brand when buying products.
Measurement points:
1. Make a correlation analysis between Image and purchase intention
2. The vertical axis arranges Image from high to low according to the relevant analysis results
3. The horizontal axis is the association evaluation corresponding to Image
4. Connect the smooth curves to get the image touch purchase curve
5. The bump is a high-association point, and we must find ways to keep it at a high position
6. The groove is a low associative point, if it is at a high position, it needs to be improved
Through KIA modeling, grasp the image points that promote brand memory
When the brand image that the concept, material, etc. want to express matches the self-concept of the target consumer, it will be easier to produce positive feelings of like, and prompt consumers to consider the brand when buying products.
Measurement points:
1. Make a correlation analysis between Image and purchase intention
2. The vertical axis arranges Image from high to low according to the relevant analysis results
3. The horizontal axis is the association evaluation corresponding to Image
4. Connect the smooth curves to get the image touch purchase curve
5. The bump is a high-association point, and we must find ways to keep it at a high position
6. The groove is a low associative point, if it is at a high position, it needs to be improved
Build a crowd clustering model to find high-value crowds
- Construct a crowd clustering model through a series of value sentences to help consumers realize consumer value classification.
- Find high-value groups and find market segments worth promoting for the concept.
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