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TechTest is back ‘home’

After the successful launch of TechTest Mobile in the UK, US and Germany (with more markets following), the study has now turned its attention to the ‘Home’ market, looking at broadband, consumer electronics and home entertainment.

GfK Technology has invested in developing benchmark normative data in this area and we now have extremely relevant norms we can use to gauge the performance of concepts in this category.

TechTest uses an online approach, well suited to this category, where we show a representative sample of consumers a short storyboard that we develop with our clients. The storyboard is designed to ensure consistency in approach between concepts, as is the concept wording; we find that, by taking responsibility for stimulus development ourselves, this removes a major headache for our clients (an example of this is shown below).

The output of the concept test is typically a detailed scorecard (with accompanying report) that clearly shows the performance of the concept compared to relevant benchmarks. There is also diagnostic information on the likes and dislikes of the concept, as well as information on pricing, positioning and targeting.