Do Concept Scores Measure the Message or the Method?

A case of concept/product testing is described in which contextual factors significantly influenced test results. A new product was tested in a concept/product test against a highly successful competitive product and a product category norm. The new product was found to perform well in tests, and wa...

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Bibliographic Details
Published in:Journal of advertising research 1984-02, Vol.24 (1), p.54
Main Author: Lewis, Ian M
Format: Article
Language:English
Subjects:
Advertising
Bias
Concepts
Product placement
Product testing
Studies
Tests
Online Access:Get full text
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Summary:A case of concept/product testing is described in which contextual factors significantly influenced test results. A new product was tested in a concept/product test against a highly successful competitive product and a product category norm. The new product was found to perform well in tests, and was retested for consumer interest in concept only. Interest scores dropped dramatically, and the product was not recommended for production. It was determined that inclusion or exclusion of the product phase in testing significantly influenced outcomes. Consumers may exhibit a positive response bias when product placement is contingent upon them showing interest in the product concept. Bias in concept testing may also occur when field interviewers have to reach a quota for product placement based on concept interest, causing them to inadvertently or deliberately influence positive consumer response. Response bias can be avoided by eliminating field placement quotas and by placing products with all respondents regardless of level of interest.
ISSN:0021-8499
1740-1909