Question

Topic: Research/Metrics

Concept Testing An Idea

Posted by Anonymous on 8/16/2008 at 6:35 PM ET 250 Points
I like to get concept testing reports of my idea which is related to hospitality industries such as Hotels, Motels, Resorts, suites, Inns, Bead & Breakfast.
What will be the best approach?
Is any one know a reputed marketing firms that dealt with hospitality industries?
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RESPONSES

  • Posted by J Geibel on 8/16/2008 at 9:23 PM Member
    The best way to concept test an idea is to ask the executives in the industry who would be the ones purchasing it.

    If it is just an idea, you will probably find the need to modify or adjust it based on discussions with knowledgeable insiders. You need to be specific (in expressing it) , yet flexible (in listening to the feedback) at the same time

    With each successive interview, you can continue to refine and modify the idea so that by the time you conduct from six to 12 interviews, you will have good information on whether it will fly - or never get off the ground.

    No one can do that for you - if it is your idea. Also, if you go to market - chances are you will be the one who sells it initially. Not only is the feedback from industry executives validation - you'll have a good grasp of how to go about selling it.

    Back to your original question - the custom market research that you ask about would be rather expensive. You're better off doing it yourself.
  • Posted on 8/16/2008 at 11:47 PM Author
    Hello Mr. Geibel,
    Thanks for the input. I did discussed this idea with couple of owners and executives in the industries. They all like it and think viable.
    My main concern is probably their response will be biased. Also custom market research have more insight of industries and might have a connection with special focus groups or panels related to industries. Roughly what kind of figure I should be expecting for such test. Any idea?
    Final product rely heavily on industries subscription service.
  • Posted by Peter (henna gaijin) on 8/17/2008 at 1:45 AM Member
    Don't know what type of idea it is, but if it is something that can be shown somehow on the internet, that can be a great way to concept test.

    For example, to test a marketing message, Pay Per Click ads are great for this. You put a few different messages up, including the new one, and then see what results are reported.

    Even parts of business ideas can sometimes be tested this way.
  • Posted by Jay Hamilton-Roth on 8/17/2008 at 9:58 AM Member
    It depends on your budget. To get the right people's unbiased opinions isn't easy. More importantly than their opinion is the underlying question, "Will they actually purchase the solution from you?"

    Peter's pay-per-click suggestion is good if people are already looking for this product/service already online. If not, you'll want to identify key media that already target the market. You could place ads in these media. Also, consider attending conferences that target your market and interview the attendees yourself (you don't need a booth) to gauge not just interest, but also to help refine the correct offering that they are desperate for.
  • Posted on 8/17/2008 at 3:58 PM Author
    Hello Mr. Hamilton-Roth and Mr. Donohue,
    Thanks, pay-per-click is the excellent suggestion. I am a newbie in marketing. Do you know any company that does targeted marketing message and captured the responder info?
    I am interested to run the pay-per-click marketing message for my idea with hospitality industries owners and executives.
  • Posted on 8/18/2008 at 9:15 PM Author
    Hello Mr. Wolfe,
    Sure I can provide the attributes and its usage. There is no competitive product exist. I like to test the concept to targeted audience, who will pay for it to use.
    I can use pay-per-click or pay-per-input adds where I can ask the question explaining the idea and gathered how much they can afford to pay for such service.
    I am looking for such advertiser who collect the data for my research.
  • Posted on 8/19/2008 at 9:54 AM Member
    Your comment that this idea has no competitive product triggers a few thoughts for your consideration.

    Even if there isn't a "direct" competitor for your idea (yet), there are most likely "indirect" competitors. Your idea probably replaces or improves upon some existing product, service or process. Customers may consider switching costs or training time associated with implementing your idea - those are still competitive barriers you have to overcome.

    If your idea is truly revolutionary and creates a whole new category, then you should conduct your research in a controlled environment. Pay-per-click allows anyone searching your industry terms access to your idea. If other companies are developing similar solutions, knowledge of your progress gives them the opportunity to launch first. If your idea can be at all easily replicated you'll invite direct competition sooner, and shorten the window of time you "own" the market.
  • Posted by flanger on 8/19/2008 at 12:31 PM Member
    Have you ever tried to ask professionals from some marketing agency? Ask Blueliner's managers. They will help you with pleasure - bluelinerny.com
  • Posted on 8/19/2008 at 9:54 PM Author
    Thanks Mr. Pribble,
    I really want to conduct in controlled manner. I know exactly whom to contacts for answer. I am really looking for a right firm that mostly associated with hospitality industries. Who will conduct this marketing questioner with panels.

    Mr. Flanger,
    I have check the service by this site. They have not done any services with hosptality groups.
  • Posted by jstiles on 8/26/2008 at 5:14 PM Accepted
    I'm not sure where you are located but there are a number of approaches to this. If you were one of my clients I would be asking for a lot more details but for purposes of responding here I will make a few assumptions and suggest the following methods.

    1. In depth interviews - it sounds like you have already started this, but a third party interviewer does add a layer of objectivity to the results

    2. focus group - either in person or online depending on the ability to recruit your target audience, this would be better if you seek combined feedback and interaction from all respondents

    3. online surveys - if you have emails and relationships already you can utilize a web based survey/collection/analysis tool

    4. mail survey - only recommended if you have the time and a lot of respondent contacts. No probing, lo response... probably not viable for your use but in a pinch it would be better than nothing.

    5. You could also blog the issues your concept addresses or the subject matter and see if there are responses that might be helpful as insight and attitudes.

    Just some quick ideas to get you started. feel free to contact me if you have any questions.

    Best of luck!

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