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 the 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 customer base. If the research is intended to provide insight into the "why" question, you can also opt to conduct qualitative research.

As one of the few agencies in the market, Markteffect offers the option of combining quantitative and qualitative research. By combining both methods, you gain broader and deeper insight into the perceptions of your target group. Quantitative research provides hard data, while qualitative research provides context and background information. This enables you to understand not only what your target group 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.

How does Markteffect make the concept test unique?

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 put your results into perspective in relation to the market. This allows you to see not only how your concept is performing, but also where opportunities for improvement and growth lie.

We work as a partner and friend: transparent, committed, and with a fresh perspective. transparent, committed, and with a fresh perspective. Thanks to our collaboration within The Relevance Group, we translate insights directly into strategy, positioning, and communication. This allows us to not only test your concept, but also take it a step further.

What's more, we have direct access to extensive B2C and B2B panels, enabling us to respond quickly and reach your target audience precisely.

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.