APPLICATION DEVELOPMENT & CONCEPT EVALUATION STUDY

The client is a US-based company with a global presence that offers ride-hailing, food delivery, package delivery, and courier services in addition to freighttransportation.

THE CHALLENGES :

  • The client approached Novus Insights to conduct concept testing of its upcoming online merchandise based on the development of an exclusive and agile proprietary tool to facilitate quick decision-making among key stakeholders.
  • Our focus areas of information will be:
    • Deploying a digital platform/proprietary tool for the client to streamline their decision-making process for upcoming multiple market research studies.
    • Expanding the potential usage of the application to include multiple studies such as brand tracking, awareness, pricing, and other analysis and exploring the possibility of creating a community panel for the client.

THE SOLUTION :

  • Based on the research specifications, Novus Insights developed a proprietary tool and conducted concept testing:
  • Phase 1st: Deploying A Proprietary Tool
    • Pillar 1st: Brainstorming Session and UI/UX Implementation
      • Novus Insights conducted a brainstorming session with the client’s team in order to gain indepth insights regarding the proprietary tool, essential features, and initial discussion on the concept testing approach for evaluating various campaigns.
      • Following the brainstorming session, Novus Insights collaborated with the client’s team to plan and design the tool's UI/UX.
    • Pillar 2nd: Application Development (User Acceptance Testing (UAT) & Final Deployment)
      • With the help of the insights received from Pillar 1, our technical development team developed a digital, self-sustaining, simple, and scalable DIY application/platform that helped the client conduct concept evaluation and split testing initially for their 25–30 internal employees in order to facilitate quick decision making amongst key stakeholders regarding upcoming concepts or brand campaigns.
  • Phase 2nd: Future Aspects and Potential of theTool
    • Post a successful development and implementation of the tool, Novus Insights proposed an expansion plan with the intent to potentially increase the use of the tool to include multiplestudies.
    • Novus Insights prepared a community panel for the client’steam:
      • Consumer panel could be used for brand tracking, awareness, pricing, and can cover a wider sample size for regression and correlation analysis.

NOVUS INSIGHTS CONCEPT TESTING IMPRESSIONS

  • Step 1st: The respondents were exposed to each concept one by one in sequential order
  • Step 2nd: After being exposed to each notion sequentially, the responses were recorded for each of the following criteria: Appeal, clarity, general likeability, plausibility, applicability, purchase intention, uniqueness, brand fit, overall preference, etc.
  • Step 3rd: After capturing the responses on the above parameters, the respondents were exposed to all the concepts at the same time
  • Step 4th: Upon exposure, the respondents were requested to rank the best concept among all the concepts
  • Step 5th: The respondents were asked to provide a reason for liking the best concept

THE RESULTS :

  • Concept Evaluation &Ranking
  • Reasons For Preferring Or Disliking Concepts
  • Winning Concepts (Using Direct Ranking)
  • Development of a Normative Database for the future studies

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