04/22/2026
Concept Testing: Qualitative or Quantitative Research?
When testing a new product, service, marketing campaign, or other concepts, businesses can often benefit from conducting both qualitative and quantitative market research. However, sometimes budgets, timelines, or other factors means you have to choose. Which type of research is best? It depends on what stage of development a concept is in.
If a concept is in the early stages and a business is looking for feedback from potential consumers to help flesh it out, it will likely be best to conduct qualitative research, such as focus groups or in-depth interviews, to hear reactions in the target market’s own words.
If concepts are fully developed and a business is looking to choose the most effective one, it will likely be best to conduct quantitative research, such as an online survey, to receive statistically significant data about which concept is most appealing, unique, motivating, etc.
If you’re interested in sharing your opinions to help businesses test new concepts, sign up for our participant database here: https://tinyurl.com/3ume4nf6
