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How can you design product concept questions that are easy to understand?

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If you are developing a new product or service, you need to test your concept with potential customers before launching it. Product concept questions are designed to measure the appeal, benefits, and features of your idea, as well as identify any gaps or challenges. However, designing effective product concept questions can be tricky. You want to avoid confusing, leading, or biased questions that can distort the feedback you receive. In this article, you will learn how to design product concept questions that are easy to understand and elicit honest and useful responses.

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Patricia Daré Artoni
Samyukta Ganesh Iyer, ACC(ICF)

Former CMO – Sephora, Baskin Robbins, Kaya | Special Columnist, 'Confessions of a CMO' Business World | CEO & Founder…
Butchi Babu Muvva PhD

Adjunct Professor @ DSU & CMR University Blr, Director @ CARE & Global Mentor for Startups (Wadhwani Foundation)

1 Define your objectives

Before you start writing your product concept questions, you need to have a clear idea of what you want to achieve with your research. What are the main goals and hypotheses of your concept testing? What are the key attributes and benefits of your product or service? Who are your target customers and what are their needs and preferences? How will you measure the success of your concept testing? Having a well-defined research plan will help you focus your questions on the most relevant and important aspects of your concept.

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Patricia Daré Artoni
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Criando perguntas de conceito de produto fáceis de entender com a Abordagem Job-to-be-Done (JTBD) você pode descobrir as motiva??es subjacentes por trás do motivo pelo qual os clientes buscam um produto ou servi?o. Em vez de perguntar sobre recursos do produto, pergunte sobre os desafios que os clientes enfrentam ao tentar realizar uma tarefa específica. Essa mudan?a de foco ajuda a identificar pontos de dor reais e como seu produto pode abordá-los de forma eficaz. Enquadre as perguntas dentro de cenários da vida real, os entrevistados podem se relacionar melhor com o conceito do produto e fornecer insights com base em suas próprias experiências. Desta forma, você se torna capaz de construir produtos que realmente ressoem com o consumidor,

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Butchi Babu Muvva PhD

Adjunct Professor @ DSU & CMR University Blr, Director @ CARE & Global Mentor for Startups (Wadhwani Foundation)
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The logic behind is business drives business ...! so one of the top priorities of business come up with new initiatives in designing products that are trending or create the trend, we have lot of tools available in the market. experienced tacit knowledge plays a master role in designing easy questions.

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Marcos R. D.

Corporate Strategy | M&A | Finance & Accounting | Commercial Excellence | Pricing | Marketing | Communications | CRM | Market Research | Market Intelligence | Data Analytics | Digital Transformation
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To design product concept questions that are easy to understand, use clear and concise language, avoid technical jargon, break down complex ideas into simpler terms, utilize straightforward sentence structures, and provide examples or visual aids when necessary. Additionally, ensure that the questions are logically organized and follow a logical flow to guide respondents through the concept effectively, making it easier for them to comprehend and provide meaningful feedback.

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Thosyn Pax
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My best suggestion is to design product concepts with simplicity, involving prioritised clarity and ease of comprehension for users. This means avoiding unnecessary complexity in features, layout, and messaging. By focusing on intuitive interfaces, clear instructions, and straightforward navigation, users can quickly grasp the purpose and functionality of the product.

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Kanika Bhatnagar

Humanizing Tech | UX Strategist for Disruptive Startups
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1. Use Simple Language: Avoid jargon. Opt for straightforward, everyday language. 2. Be Concise: Keep questions short to avoid confusion. 3. Avoid Leading Questions: Ensure neutrality to capture unbiased feedback. 4. Use Closed-Ended Questions: These can simplify responses and facilitate analysis. 5. Provide Context: Briefly explain the context if necessary to clarify what you’re asking. 6. Test Your Questions: Pilot with a small group to identify any confusing elements before finalising. 7. Logical Flow: Arrange questions logically to maintain respondent engagement.

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2 Use simple and specific language

One of the most common mistakes in product concept questions is using vague, ambiguous, or jargon-filled language that can confuse or mislead respondents. To avoid this, you should use simple and specific words that are easy to understand and relate to your concept. For example, instead of asking "How likely are you to purchase this product?", you could ask "How likely are you to buy this wireless speaker that can be controlled by voice commands?". This way, you make sure that respondents know exactly what you are asking about and can give more accurate answers.

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3 Avoid leading or loaded questions

Another pitfall in product concept questions is using leading or loaded questions that can influence or bias respondents' opinions. Leading questions are those that suggest or imply a desired answer, while loaded questions are those that contain emotionally charged or controversial words that can trigger strong reactions. For example, instead of asking "How much do you love this innovative and eco-friendly product?", you could ask "How do you feel about this product that uses recycled materials?". This way, you avoid imposing your own views or assumptions on respondents and allow them to express their own feelings.

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4 Use multiple-choice or rating scales

One of the best ways to make your product concept questions easy to understand and answer is to use multiple-choice or rating scales. These types of questions allow respondents to choose from a predefined set of options or rate their level of agreement or satisfaction with a statement. For example, instead of asking "What do you think about the design of this product?", you could ask "How would you rate the design of this product on a scale of 1 to 5, where 1 is very poor and 5 is very good?". This way, you simplify the response process and make it easier to analyze and compare the results.

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5 Test and refine your questions

Finally, before you launch your product concept questionnaire, you should test and refine your questions to make sure they are clear, relevant, and unbiased. You can do this by conducting a pilot test with a small sample of your target audience or by asking a colleague or a friend to review your questions and give you feedback. You should look for any issues or errors in your questions, such as spelling, grammar, wording, format, or logic. You should also check if your questions are aligned with your research objectives and if they cover all the aspects of your concept that you want to test.

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6 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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Samyukta Ganesh Iyer, ACC(ICF)

Former CMO – Sephora, Baskin Robbins, Kaya | Special Columnist, 'Confessions of a CMO' Business World | CEO & Founder, The Simple Thing| International Accredited Coach | 40U40 | 3X Cannes Lions Winner
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What's the objective? The concept if sound, has to be simple. Rule of thumb. It can't be hard to explain. A concept note begins with a consumer truth - an insight. Moves into a statement of purpose, backed by reasons to believe. May have visual representation. Ends with a positioning statement. 5 lines max! That simple.

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Marcelo Calzabara

Autor del libro: Manifiesto ?Somos personas! Relaciones estratégicas . Comunicador . Escritor . Columnista de radio
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En términos generales, los conceptos que la gente necesita saber sobre los productos, para que puedan tomar una decisión de compra, son tres: > características > utilidades > beneficios Para obtener información valiosa, una forma eficaz sería enfocarse en estas tres cuestiones, generando preguntas semi abiertas, pero cortas y concisas, que vayan directo al punto, y con lenguaje simple, para que puedan ser comprendida por cualquier persona.

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SOL MENESES V

Marketing Director specialized in brand reinvention and growth| Experta Marketing Estratégico|Marketing Experiencial
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Lo principal genera una hipótesis para que sepas lo que tienes que preguntar. Segundo utiliza técnicas más amigables como por ejemplo Zaltman para que las personas encuestadas se abran, se active su subconsciente y realmente te digan lo que necesitas saber.

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Alfonso Marquez, MBA, PGA

I’m a brand architect. I fuse science and art with my expertise to craft brand and communication strategies that deliver powerful results.
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Understand your customer. What do they need, want or value beyond the obvious? There is a distinction when we talk about products’ features and benefits. Say, prepared dog food. A question could be “would you pay a premium for ‘made with real meat” dog food?” Now same benefit, different question: “would you pay a premium for real meat dog food to strengthen your pet’s muscles and increase its vitality?” IMO

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How can you design product concept questions that are easy to understand?

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1 Define your objectives

2 Use simple and specific language

3 Avoid leading or loaded questions

4 Use multiple-choice or rating scales

5 Test and refine your questions

6 Here’s what else to consider

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