One Week To Become Agile – Day 4 | Vypr

Day Four – Validation – What do you want to know? 

So we’ve done all our prep, got our benchmarks selected, prepped our images & descriptions and we’re ready to go into testing. An exciting couple of days awaits… 

Regardless of the platform you are going to use to test, there are some basic principles to adhere to when setting up product concept tests.  

  1. The first one is – keep it simple. We don’t want questions that overly frame or promote the individual concepts being tested. We don’t want to lead or direct the respondent into a particular answer just so we get the data we want. A lot of this is common sense but asking leading questions will get leading answers. So keep it simple, and make it direct.
  2. And on that note, the second principle is – focus on purchase intent when testing product concepts. If you want one question to ask all the way through an agile process it should be ‘Would you buy this product?’. By all means add some context to the word ‘product’ so you could ask ‘would you buy this frozen pizza?’ instead but back to my first point don’t ask ‘would you buy this delicious award-winning freshly made pizza?’ because you’ll introduce artificial ‘yes’ bias… From a Behavioural Science perspective we want to keep things direct and relevant as possible. Asking respondents how likely they would be to buy a product is generally not effective because purchase is binary – people either do or don’t buy something. We want to know what % of people would buy a product when they’ve been asked the same question about benchmarks and other concepts.
  3. The consistency word is about to appear again for principle number three – make sure that the question you asked is identical every time you ask it for every product in every round of testing. It’s probably stating the obvious but if you change the question, even slightly, you introduce bias. Keep it to ‘would you buy this product’ every time and you won’t go far wrong. But for example if you ask ‘would you buy this frozen pizza’ for some of the products, and then ask ‘would you buy this frozen pizza for your kids to consume at home’ for other products in the same round of testing, immediately you’ve introduced bias. And bias means unbalanced results that can’t be compared against each other.
  4. And finally make sure you use the same consumer profile through each round of testing as well. This is where basic free survey tools might be a little restrictive, as you may know very little about the respondents you are publishing to. However if you’re using more specialist tools like Vypr then you have the ability to tailor your audience. This can be very powerful, but equally quite dangerous if used without consistency. The basic rule is simple – keep the audience profile the same during every round of testing. Sticking with the above example if you used a respondent sample of shoppers who buy frozen pizza every month to test the product concepts with, but then a day later loaded up the benchmarks and used a sample of shoppers who buy frozen pizza every week, you’re introducing bias. And we know what bias means… 

 

Action: Develop your questions and upload to your platform.  

Note down 3 or 4 simple questions that you want to ask your target audience. What is it you really want to know? Does your question link to the description, benchmark and image? Next –  get everything loaded up and published using the above rules, and let’s wait for the results to come in for Day Five 

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