Customer Relationship Management, , Technology

Concept Testing 2.0

Creating an online survey is a fast, easy way to reach out to your clients to get their opinion on just about anything. My job at Zoomerang Online Surveys and Polls may make me biased, but I’m blown away by all the cool things you can do with surveys. These days, you have tons of survey options, from embedding it into your site, to sending it via text to people’s phones, to creating it and sending it out right in Facebook.

My personal favorite of these awesome capabilities is one of our newest features. It allows you to upload an image of any width and height, up to 250k in file size, into your survey. Aside from the obviously awesome ways you can use this feature to make your survey beautiful, cover it in your logo, or get a group’s opinion on bridesmaid dresses, this feature allows for concept testing like never before.

Concept testing is the process of evaluating consumer response to a product, brand, or idea before it’s been introduced to the market. It provides a quick and easy way to improve your product, identify potential problems or flaws, and make sure your image or brand is properly targeted. You only have to look as far as the Netflix, Qwikster debacle to understand the importance of soliciting the opinion of your customers before making big decisions…

Online surveys are a great way to concept test, and you can use them to trouble shoot for all kinds of issues. Here are three:

Logo testing: We all know how the importance of having a logo which is memorable and well aligned with your brand. Still trying to choose the right one to represent yourself? Once you’ve created a logo and put it out into the world in association with your brand, it can be next to impossible to change it and re-brand yourself. That’s why it’s important to launch a logo concept survey before you commit to a logo.

Show your survey takers the various logo options, and ask them what emotions and reactions the logo conveys to them. Do the logos you’ve chosen reflect your company’s mission and values?  Find out before you select a logo, not after.

Ad/cover feedback: Print advertising will set you back a pretty penny, so you want to make sure it’s well spent. Create a survey with the images of the ads you’d like to use, and test them on different audiences. Find out what your ad says to them. What adjectives would they associate with your brand or product based on the ad? How does the ad make them feel? The more feedback you can get about your ad from your survey, the more likely it is that the ad will accomplish your goal.

Similarly, inserting images in your online survey is a great way to make sure your cover is engaging and effective. Who is more interesting (and therefore more able to drive sales) to your readers, Lady Gaga or George Clooney? Guessing wrong can take a serious toll on your profit margin, so test your cover image, headlines, and main story ideas before committing to one.

Website Design Feedback: Redesigning your website can be a daunting task, and it can be hard to know whether the changes you’re making are effective or if they’re just time and money wasters. Upload images of designs in a survey, and test usability, messaging and navigation of your new design. Ask questions like: “What do you remember most about the design you just saw?” “What do you think this company does?”  “Where would you click to learn more about or buy the product?” The more feedback you can get about your design from your survey, the more likely it is that the design will accomplish your goals.

A concept survey is the fastest, easiest way to make sure the image you’re using is the right one, whether it’s for your logo, ad, website, or cover. Don’t waste time and money on images that don’t say what you want them to. Send a concept survey for concept testing 2.0. All the smart marketers are doing it.

Leave a Reply