Online concept testing shares many similarities with face-to-face testing– from the way they’re recruited to the type of concepts shown to participants. Going online also boasts many advantages over face-to-face: You can test more concepts before worrying about burnout, the format works well with iterative concept development and you can test multiple groups simultaneously, not to mention the fact that it’s usually cheaper and faster.
But online concept testing isn’t foolproof. At 20|20 Research, we’ve helped hundreds of clients execute online concept testing projects using QualMeeting, our webcam focus group software, and QualBoard, our bulletin board focus group software, and we’ve learned a lot about what can make or break an online concept testing project. Here are three keys to successful online concept testing:
1. Have concepts ready and test them first. It’s better to delay your online focus group than show up with no concept or one that doesn’t render correctly for participants.
2. Create professional concepts. Typos and sloppy concepts scream “I didn’t work very hard on this” to your participants. If it’s clear your team didn’t put much effort into the concepts, your participants won’t put much effort in their feedback to you.
3. Consider burnout. With online testing, you can show more concepts than F2F–but not that many more. Keep burnout at bay by limiting your concepts to five or fewer each day. If you have more concepts, it’s better to test across smaller groups than one large one.
Find more keys to successful online concept testing at 2020research.com.