Greenfield Debuts Concept Testing Tools

Greenfield Online has launched two new concept testing products called Visual Concept Evaluator and Visual Copy Evaluator, aimed at delivering more enjoyable survey experiences for its respondents and improved data quality for its clients.

Both tools utilise an online feedback platform which uses a variety of visual stimuli to gather participant response. Survey respondents will be able to evaluate product or advertising concepts and then literally mark up the concepts, designs or storyboards using annotations such as callouts, highlights and arrows. Validation testing has already indicated that this methodology elicits more robust feedback.

'With our continued focus on improving data quality, we wanted to offer a more thoughtful and interactive feedback mechanism to our respondent community,' stated Keith Price, Executive VP, North American Sales and Operations. 'Respondents can now literally mark up a concept to provide valuable, open-ended feedback to market researchers on their project, ideal specifically for concept testing work.'

Headquartered in Connecticut, Greenfield Online is on the web at www.greenfield.com.

The announcement follows yesterday's news that Canadian MR data collection firm Itracks has launched a tool that enables survey participants to mark up video, web sites, images and text; allowing researchers to show their clients key findings containing visuals created by the respondents themselves (www.mrweb.com/drno/news7272.htm ).

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.

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