Concept Presentation (CONCEPT)
A question type that presents a concept (text and imagery) and bundles evaluation questions for concept tests.
CONCEPT presents a product, service, or advertising concept to the respondent and collects evaluation metrics in one bundle. It's purpose-built for concept testing.
When to use it
- Concept tests for new products
- Pre-launch creative evaluations for ads
- Package design concept evaluation
- Prototype reviews before a service launch
Structure
A CONCEPT question has two parts:
- Concept body — the concept to show (text + image)
- Evaluation question set — multiple metrics (purchase intent, appeal, uniqueness, price fit)
Configuration
- Concept body editor — rich text with headings, paragraphs, lists, links
- Image attachment — visual for the concept
- Evaluation question set — add SA / SCALE sub-questions (purchase intent, appeal, uniqueness, etc.)
Comparing multiple concepts
Place several CONCEPT questions in sequence to enable side-by-side concept comparisons.
- Randomize the display order to remove order effects
- Use the same evaluation set for each concept so the tabulation screen can compare across concepts
Example
(Concept A) "A new frozen meal designed for busy mornings — just 30 seconds in the microwave and you have a balanced, nutritious breakfast..." [ Product image ]
Q1. Would you want to purchase this product?
- Definitely yes — 5. Definitely not
Q2. How appealing is this concept to you? ...