Deploying customer surveys to test new concepts is often a key step in new product or service development. If not done right, it can produce useless or (even worse) misleading results.

Earlier we had made you aware of the dangers of “inadequate concept specification“, “missing or bad pricing“, “surveying the wrong population“, “ignoring key drivers” and how they can be avoided. Presented below is the fifth common pitfall associated with this type of research – and how you can avoid it.

Fifth Common Pitfall: Wrong methodology

Many researchers select their data collection method for concept tests based solely on cost and timing considerations, which usually favor the Internet. However, this may not be the right choice. For example, some target audiences (very young, very old, low income or limited education, etc.) may be hard to reach online or uncomfortable with online surveys. In such cases especially, an on-site survey or intercept based approach might be better suited.

Solution:  Try to choose the methodology, which yields the most valid and reliable results, even if it isn’t the fastest or cheapest. Saving time and/or money doesn’t do you any good if it comes at the expense of data quality.

Gold Research Inc. has extensive experience in journey mapping, path-to-purchase research, deploying customer intercepts and mobile surveys for concept testing, marketing testing, satisfaction research, shopper insights, and mystery shopping. We can also act as an extension of your research team in helping with data processing, analysis, report development, and survey programming. Contact us at 1-800-549-7170 or send us an email for a free 30-minute consultation on this topic.