Product concept test:
Kalfire E-one electric fireplace

Qualitative concept test

The prototype of the new fireplace was developed under the name: the H-Fire concept. As part of the product development, the manufacturer wanted to have the prototype tested by consumers. To this end, Markteffect qualitative concept test was carried out in collaboration with Markteffect . Group discussions were chosen, during which consumers were shown the fireplace and then asked to give their opinion. 

Kalfire wanted to use the concept test to gain insight into how different target groups assessed the H-Fire concept. A group discussion is a good method for allowing different target groups to express their opinions. During the group discussion, general opinions and first impressions were shared, after which opinions were specified about various aspects of the experience, such as the color of the fire, the sound, and the heat emitted by the fireplace. Practical points about the operation of the control app were also assessed, and finally, the question of how much such a fireplace would cost was answered.

“Testing the product concept and gaining insights from consumers was a crucial part of the further development and positioning of our product. Markteffect and developed the research process down to the last detail. Their final report made a major contribution to the creation of the proposition and the end product.” 
Denis Salamadin, Marketing Manager Kalfire

Research environment

To replicate a genuine consumer experience, it was decided to conduct the group discussions in a specially designed living room. With the help of a stylist, the reception area of our office was converted into a living room, which included the prototype.

^{Image: The setting for the Kalfire E-one group discussion, at the Markteffect office.}

The discussions lasted two hours each so that the respondents could take everything in and get used to the fireplace. Kalfire was able to follow the discussions live from an observation room. This gave them the opportunity to immediately pass on suggestions for additional questions to the moderator. The respondents were very enthusiastic about the fireplace. There were still a few suggestions for further development. Kalfire took these suggestions to heart and the fireplace is now on the market under the name Kalfire E-one.

“When conducting a concept test, it is important to simulate the real situation as closely as possible. In this case, we therefore decided, together with the client, to recreate a living room as a test environment at our office. Setting up this test environment allowed respondents to feel as if they were in a living room, enabling them to share very specific feedback on the product. The end result was very concrete because respondents could see and feel the product together and even experience its warmth.”
Michael Petit, Client Consultant Markteffect 

 
A concept test is an excellent opportunity to gauge consumer preferences regarding the product during the product development phase. Are you in the development phase of a new product, or do you want to further develop your current products, and are you curious about how a concept test can help you?

Please feel free to contact us to discuss the possibilities.