CPG Concept-Test Case Study
54.7% of respondents rated their purchase intent for the test product in the top two boxes after seeing the package concept. What drove that number — and what could have changed it? Five tools let you explore the data yourself.
Five Ways to Engage with the Data
Two simulators run on the published 6-variable model. A stress test challenges the headline. An explorer and a model builder let anyone inspect, challenge, or extend the released account.
All-or-Nothing Simulator
Pin every respondent to one chosen response level per package factor and see how the 54.7% top-2 purchase intent shifts. Runs on Electric Insights' release-day explanatory account.
Try itFine-Tuning Simulator
Same published model, but redistribute response shares gradually rather than pinning. Watch how small distributional changes move the purchase-intent needle.
Try itNon-Response Test
Specify a nonresponse pattern and see whether the 54.7% top-2 purchase intent would survive it. A vulnerability check on the released score, separate from the explanatory model.
Try itSurvey Explorer
Browse the raw responses. See how consumers reacted to each package factor, which questions moved together, and how one group compared to another. Frequencies, cross-tabs, and correlations.
Try itModel Builder
Take a whack at improving the published model. Add or remove predictors, refit on a subgroup, or build a model from scratch. The published model remains the released account; this tool exists so anyone can challenge or extend it.
Try itAbout Concept Testing
How a concept test works
1. Show the concept
Respondents see a package design, ad mockup, or product description.
2. Capture reactions
A battery of questions probes appeal, fit, relevance, and intent — typically on 5-point scales.
3. Model what matters
Statistical modeling identifies which reactions actually predict the purchase decision.
Package design
The package concept is the stimulus
Purchase intent
5-point scale, top-2 box reported
Brand fit
Does the package match the brand?
Personal relevance
Top driver in the published model
The Concept-Test Survey
Beer-category respondents were shown a new package concept and asked a battery of reaction questions. Purchase intent was captured on a 5-point scale; the top-2 box (Extremely / Very likely) is the modeled outcome.
Survey Topics Covered:
Ready to explore what drove the 54.7%?
Simulate scenarios, stress-test the headline against nonresponse, or build your own model from scratch.