Discover how your concept is received with a concept test

Concept research goes deeper than just the intention to buy. It revolves around the intention to experience. Visitors choose a particular attraction, event, or activity because it meets their desires and expectations for an enjoyable, surprising, or relaxing experience. Concept research helps you determine whether your concept meets those expectations.

Thanks to our many years of experience with concept research in the leisure industry, we know exactly what is expected of us.

How Does Markteffect Conduct a Concept Test?

A concept test is a type of research that is always tailor-made. In addition, the insights that are already available and those that need to be investigated (further) vary depending on the concept and leisure organization.

The most commonly used method is quantitative research among consumer panels. Markteffect has direct access to a large consumer panel (B2C) and a business panel (B2B). It is also possible to conduct the research among your own client base. If the research aims to provide insight into the 'why' question, qualitative research can also be chosen.

As one of the few agencies in the market, Markteffect offers the option to choose a combination of quantitative and qualitative research. By combining both methods, you gain broader and deeper insight into your target audience's perception. Quantitative research provides hard data, while qualitative research offers context and background information. This enables you to understand not only what your target audience thinks, but also why they make certain choices.

We are happy to work with you to determine the best approach for your target group and issue.

What Distinguishes Markteffect's Concept Test?

At Markteffect, relevance is always central. We listen, analyze, and advise, always with an eye for the context of your organization and the dynamics of the leisure sector.

As specialists in leisure research, we understand what drives visitors and what makes a concept successful. With our experience and benchmark data, we can contextualize your results against the market. This allows you to see not only how your concept performs, but also where opportunities for improvement and growth lie.

We operate as a partner and friend: transparent, engaged, and with a fresh perspective. Thanks to our collaboration within The Relevance Group, we translate insights directly into strategy, positioning, and communication. This way, we not only help test your concept but can also go a step further.

Furthermore, we have direct access to extensive B2C and B2B panels, enabling us to act quickly and precisely reach your target audience.

What insights does a concept test provide?

A concept study gives you insight into the crucial values and characteristics that play a decisive role in the choice of your target group. Think of the unique atmosphere, the experience, the service, or the price-quality ratio. It helps you discover to what extent your concept matches the wishes, needs, and expectations of the target group.

In addition, it provides valuable information about strengths and possible areas for improvement. Finally, a concept test also helps you minimize risks and better align your marketing and product strategy with the real needs of your target group.