How to Optimize Online Concept Testing

We love it when we hear good things about one of our online qualitative research tools. The latest comes from Chris Efken, a qualitative research specialist at Chicago-based Doyle Research Associates. She recently put QualLaborate 2.0, our new image markup and concept evaluation tool designed specifically for qualitative research, to the test. Chris was in the middle of planning out a pair of concept testing projects with her client, a major food manufacturer, when QualLaborate launched. It was perfect timing.

So how did QualLaborate perform? You’ll have to read the full case study, “QualLaborate Adds Insight, Speed to Concept Evaluation,” for all the details, but here’s the bottom line from Chris: “QualLaborate takes concept testing to the next level.”

Participants seemed to enjoy using the tool, and both Efken and her client were impressed with how quickly QualLaborate helped them narrow down the concepts.

“Before QualLaborate, you really had to read through the transcripts to get to the bottom of it,” which can be a time-consuming process, she says. “With QualLaborate, all you have to do is look at the heat maps to see what’s working and what isn’t. It’s a really great visual tool in that it makes it that much easier to see what pops. You could literally see the energy behind the concepts.”

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