Project Background – A/B Concept Testing
A quantitative study about people's perceptions of a new chocolate product concept to be launched on the Irish Market by one of the most famous confectionery brands worldwide. Research forms an indispensable part of the brand's continuous involvement in new product testing. This particular study aimed to understand consumers' attitudes to and preferences for various names of the new product before it was introduced to the Irish market and measure purchase consideration. The challenge in this case was to design a questionnaire that was both straightforward and well-balanced, with a bias-avoiding survey flow and easily differentiated name varieties.
Methodology
iReach ran an online quantitative study on establishing the best possible name for a new chocolate product with a nationally representative sample as part of our regular twice-monthly Omnibus. To obtain best possible survey results, we used A/B Testing as a research method where we compared two versions of name set for the new product to determine which was more effective in impacting respondents' purchase behaviour. A/B testing requires a balance in the frequency with which people are shown Option A versus Option B, so we had to ensure an equal exposure of both name variations using sophisticated survey techniques to identify the most popular and impactful name for the new product.
Insights
A/B testing requires a balance in the frequency with which people are shown Option A versus Option B, so we had to ensure an equal exposure of both name variations using sophisticated survey techniques to identify the most popular and impactful name for the new product.