More Is Not Higher Quality: Effective Factors from the Perspective of Products and Respondents in Concept Testing

In a long-term, cross-department product development project, the product concept is the basis of decision-making. Concept testing presents the rationale for the product’s effectiveness in the early stages of development and allows the concept to permeate the organisation. However, due to the high degree of confidentiality, developers do not disclose information on concept testing. Consequently, there is limited academic research on the requirements for improving the quality of concept testing. In this study, we clarified the factors that improve the market share estimation accuracy in concept testing for the Japanese noodle soup base market. Through randomised controlled trials in an online survey environment, we found that it is important to use both the package design and product brand for a concept and present them to the respondents because food choices centre on sensory decision-making. Estimation accuracy is weakened by the presence of prices and corporate brands in an online survey environment. As an increased variety of information does not improve survey quality, product developers should instead focus on the packaging design and product branding that contribute to concept testing. Our study results yield useful suggestions for practitioners involved in concept testing, given the lack of scientific literature.