Over a period of nine months, we ran six separate projects with Zip-Zap Ideas® that tested 159 different concepts with over 3,500 target consumers across the USA and the UK. For each project, our team of Copy Editors helped the internal project team to refine and edit concepts prior to testing. We then used fastSCREEN™ features of Zip-Zap Ideas® to launch and test consumer appeal for different product ranges.
Target consumers were recruited against 8 different profiles based on gender, age, and whether they had purchased the brand before. In each survey, they were presented between 16 and 32 different mini-concepts, randomised across 1-4 pages. All concepts were written in a short concept format and shown an image of the design. Consumers selected the designs and concepts they liked the most, and were also encouraged to add comments as to WHY they liked the idea or HOW the ideas could be improved.
When reviewing the results, our approach is to identify the concepts that are "significantly more appealing" than the average of all ideas tested, or against a known benchmark. For this project, we looked for "significant winners" based on confidence level of 90%, with between 200 and 400 consumers against each profile.