Web-based tools make concept testing quicker, easier and cheaper, says Absolutdata: The food industry needs to learn to fail fast, like the IT industry

So let’s say you want feedback on potential line extensions.

Instead of pitching this to a market research agency and waiting weeks for feedback, online tools such as Absolutdat’s Navik Concept Test​​ platform enable you to load up concepts, images, videos and questions directly, specify target shoppers (by age, demographics, category shopper, brand shopper etc), and get feedback within days, Absolutdata CEO Dr Anil Kaul told FoodNavigator-USA.

If you’re going to fail, fail fast ​

And while online tools like this will never entirely replace traditional market research or focus groups, they can help firms narrow down options quickly and cheaply at the early stages of the product development process and double-check they are on the right track later on, without breaking the bank, added Dr Kaul.

“The innovation process in the food industry can be pretty slow compared to say, apparel, and everyone is looking for ways to become more agile. It’s like the IT industry, if you’re going to fail, fail fast and move on to the next project before you’ve spent so much time and money.”​

We always start by asking, what is your business objective?​

Online tools such as Navik Concept Test also enable small firms that previously could not afford to do this kind of research at all to get feedback from large numbers of consumers before they spend serious money on products, ad campaigns, packaging or flavors that have not been properly vetted, he said.

“We always start by asking, what is your business objective? Do you want to introduce a new product, replace a product, or reposition an existing product? Do you want to see how a new price or packaging might impact sales? Will it bring in more new consumers, or alienate your existing customers? Will it cannibalize sales of your existing products, or bring in new consumers?​

“Maybe you want to forecast the likely market size for your concept, or determine if a new chocolate concept will bring in new users to the category?”​

How will new pricing or packaging impact sales?​

While several companies offer online concept testing platforms, Absolutdata clients can customize questionnaires to reflect their knowledge of the category and past practices, upload their own database of panelists to be surveyed or select from a number of recommended panel partners, he said. While the test is in progress, users can also track real-time results via the Field Status dashboard.

Although set-up times can vary depending on the scope of the project, or whether you are a new customer, the initial phase of project definition and test design can sometimes be completed in less than an hour – far less than the two weeks of planning typical when using an agency, he said.

Data collection through an online survey is automated and takes about two weeks to deliver final results, while a summary and detailed dashboards can be exported and easily shared.