Concept Tests
When a consumer products company decided they wanted to expand into the computer software storage market; they developed twenty-two different product ideas and sought our help to sort through them.

We assisted in writing the concepts and choosing the drawings to be used so that each concept would have a fair and comparable evaluation.


An equal number of males and females (both office and home users) were recruited from a national Internet panel and were screened for having stored software on CD’s or DVD’s in the past. Then each respondent was shown 10 concepts in random order to eliminate position bias. A total of 22 concepts were evaluated by a total of 400 respondents.

Based on results of the study, we were then able to recommend that seven of the concepts be further developed for both home and work users. And areas where each of the seven could be further improved were highlighted.

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