In this article you will learn how to:
Product ideas, package designs, messaging elements, ads, promotions and offers can all be tested in Upsiide. Keep these best practices in mind when testing ideas.
Selecting a group of ideas to test in an Idea Screen
Test a multitude of ideas and employ “blue sky” thinking
Include a minimum of 10 and a maximum of 30-40 ideas in a single test – as a general rule, consumers can read and review fewer complex ideas, or a larger number of simpler ideas, without risk of fatigue and declining attention
Test broadly – consider including wacky, unexpected, or bold ideas – even if they are unlikely to come to fruition, the results may yield valuable category insight
A variety of items can be tested in Upsiide
Keep ideas unique and comparable
Consumers will be comparing items, so ensure they are discernibly unique (e.g., avoid testing iterations of a package design with subtle design nuances that are hard to tell apart)
Any pair of ideas in an Idea Screen should be appropriate to trade off against each other (e.g., items should be in the same category and/or be designed to meet the same need)
Formatting your ideas
Consider how to best present your ideas
You can test images, GIFs, text, or a combination of these – images are not required but can be a good way to get across complex or novel ideas quickly. GIFs are well suited to durable goods that require a 360-degree view (for example: a cooler that has a unique closure)
When selecting how your ideas will be presented, review both the Primary, and Commitment views
Remember to preview the idea swiping exercise to confirm that the ideas are readable, clear, and mobile-friendly (in primary and tradeoff scenarios)
A combination of text and GIFs provide a clear sense of product specs
Ensure information is equal and similarly presented across ideas
Look to provide consistency across ideas when it comes to the:
Quality of visuals
Amount of information provided
Font size, font type and layout
Image size and type
Language style
Ideas should be easy to read and comprehend
Avoid industry jargon like “shelf stable” or “10-count pack”
Avoid large blocks of text and use bulleted lists and varied text formats and sizes to draw the reader’s eye to important information
Make it easy to tell differences between ideas (i.e., do not include phrases or details that are common to all ideas)
Ensure the ideas are mobile-friendly and all elements being tested are legible on mobile
Formatting can help guide the reader’s eye to critical concept elements
Other considerations:
If all ideas are net new to the market, consider also including available current brand or competitive items to act as benchmarks – this will provide a “real world” anchor to contextualize test results
Consider including brand and pricing, but only if those details are relevant to the ideas being tested
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