Leverage concept sketches and interface designs to judge how well a product direction attracts your potential users.
👥 10 and more | ⏰ days | 💪🏼 low effort
Concept testing can quickly identify whether a chosen solution appeals to potential customers and their needs through concept-based questionnaires, sketches, mockups, or simple interface screens.
While high-fidelity prototypes provide study participants with a test product to interact with, teams may want to take a step before that type of validation and see if customer responses to just the idea or concept are satisfactory. Whether this research technique is implemented through online surveys or in-person interviews, it will result in response data that the team can explore to determine whether the concept can succeed in the current market.
Who is involved?
Concept testing requires a recruiter to identify participants who are capable of attending a session in-house and verbalising whether the concepts your team comes up with are lacking or meet their needs; a moderator to present concepts to the participant; a note-taker or video recorder to capture any interesting remarks or observations about the session; and a team to analyse which concepts performed the best against varied user goals and attitudes.
How is it done?
- Determine how best to communicate the product concepts your team created to the participants. Should they be conveyed through verbal communication, or via sketches and low-fidelity mockups?
- Recruit around ten or so participants who are willing to come into the building and share their thoughts on these concepts; be sure to pick those who are capable of verbalising their reactions and attitudes toward the concept.
- During the session, present the concept to the user in a short, 5 or 10 second period, hide the material if using sketches or mockups, and subsequently ask them to describe what they remembered about the concept and if it held any appeal.
- Sit down as a team, go through the various concepts presented to the participants, and pick out the clear winners to build out and losers to avoid.