Product and concept testing

Product and concept testing

Product testing expertise meets target group expertise

Since 2020, the Nuremberg-based market research company OPINION is part of the INTEGRAL-SINUS-OPINION Group. OPINION is one of the leading specialists in the field of product and concept testing and has been working for the largest branded companies in Germany as well as on an international level for years. Our customers in Austria can now also benefit from this wealth of knowledge and experience. In addition, INTEGRAL contributes its expertise in the field of target group research based on its work with the Sinus-Milieus. In this way, you will not only learn whether a product concept is promising, but also in which target groups the chances are best and which adaptations are crucial for success, especially in your target segments.

Product testing

We examine the acceptance of your products by your target groups and offer specific research approaches at every stage of the product life cycle.

Does your product deliver what it promises? Is there a need for optimization or even fundamental changes? We examine the consumer experience with your products at all stages of development to understand and improve market opportunities.

We measure acceptance and create a strengths and weaknesses analysis. In this way, we provide you with clear indicators for product optimization.

Concept testing

We support you in identifying the best ideas for your future market success. How promising are your ideas? Which one has the greatest potential?

Standardized concept screenings can be used to compare alternative concept ideas and analyze them in the context of the extensive benchmarks from our databases. Nevertheless, our tools are flexible enough to adapt to your specific needs.

We quickly provide clear direction on which ideas are strongest, which elements of image and text should be kept or changed, and why.

Our concept tests are suitable for different stimuli, from product ideas to packaging, advertising materials and much more.

Portfolio analysis and portfolio optimization

The challenges of today's assortment policy of branded companies are well known: Consumers desire product variety; innovation and differentiation determine competition in saturated markets, shelves are overcrowded.

But what does the optimal assortment of a brand offer have to look like? How can customers' wishes, retail requirements and, of course, the company's own goals be all successfully fulfilled?

With the Portfolio Optimizer, you can perfectly tailor your assortment structure at the POS to the needs of your target group.

With the help of the Portfolio Optimizer using various multivariate analyses (TURF, MaxDiff, segmentation), it is possible, among other things,

  • to analyze an existing assortment and examine it for weaknesses.
  • to simulate different shelf situations and optimize the range to reach the maximum number of buyers.
  • to determine the potential of new varieties/products/variants, taking into account the current assortment, and to make recommendations for the introduction of one or more of these varieties.