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Concept testing survey questions from appeal to intent

Ask 10 to 14 per concept, and show no more than two or three concepts to one person. Never skip appeal, believability and purchase intent. Appeal says whether the idea lands, believability says whether the claims undermine it, and intent is the number most forecasts are built on.

Concept testing survey questions measure how people react to an idea before it is built: whether it appeals, whether it feels new, whether the claims are believable, what they would pay and whether they would buy. These twenty two questions follow that order, with screening first so the reactions come from the right people.

The questions

Screening

  1. How often do you buy products in this category?Single choiceRequired

    Screen out people who never buy it; their reactions are guesses.

  2. Which brands have you bought in the last six months?Multiple choice

  3. Which best describes you?Single choice

    Use segments that match the market you plan to sell to.

Reaction to the concept

  1. How appealing is this idea to you?Single choiceRequired

    A five point scale from not at all appealing to extremely appealing.

  2. How new and different is it from what you can buy now?Single choice

    A five point uniqueness scale.

  3. How believable are the claims?Single choiceRequired

    Low believability with high appeal is a warning that the claims need evidence.

  4. How relevant is it to your needs?Single choice

  5. What do you like most about it?Long text

  6. What, if anything, is unclear?Long text

    The most useful open question in a concept test. Read every answer before looking at the scores, because confusion explains low appeal.

Price and intent

  1. What price would you expect to pay for it?Number

    Ask before showing a price, or the shown price anchors the answer.

  2. At that price, how likely would you be to buy it?Single choiceRequired

    Definitely would, probably would, might or might not, probably not, definitely not.

  3. How often would you use or buy it?Single choice

  4. What would it replace, if anything?Short text

    Shows whether sales would be new or taken from an existing product.

Comparing concepts

  1. If you could only have one, which would you choose?Single choice

    Only when two or more concepts are shown.

  2. Why that one?Long text

  3. Rate each concept on these attributesRating grid

    Rows are attributes such as easy to use, good value, looks good; columns the concepts.

About you

  1. Age groupDropdown

  2. State or regionDropdown

  3. Household sizeSingle choice

  4. Would you like to hear when it launches?Single choice

  5. Email, if yesEmail

  6. Anything else?Long text

Which questions to make required

Four are required: the screening question, appeal, believability and purchase intent. The screener keeps non buyers out of the results; the other three are the core measures every concept is compared on. Everything else is optional so that respondents who see two concepts are not asked to work through two long sets of mandatory questions.

The form built from these questions

A static copy of the finished form, from its own example page.

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Three ways to change this bank

For a service rather than a product, swap price expectation for how they would expect to pay, such as per visit or monthly, and ask what would stop them switching from their current provider. For packaging or a name, keep appeal and believability but add a question about which option stands out on a shelf or a screen. For an internal idea pitched to staff, drop price and ask how much time it would save. In every version, show the concept the same way to everyone, with the same picture and the same words, so that differences in the scores come from the idea and not from how it was presented.

Questions people ask

How many concepts should one person see?

Two or three at most. Each extra concept tires the respondent and the later ones are judged against the earlier ones. With more concepts, split the sample so each person sees a subset, and rotate the order so no concept always appears first.

What is a good purchase intent score?

There is no universal benchmark; it depends on the category and how the question is asked. Compare concepts against each other and against a known product tested the same way. People overstate intent, so treat definitely would buy as an upper bound, not a forecast.

Should the price be shown in a concept test?

Ask what they would expect to pay before showing a price, then show the planned price and ask intent at that price. Showing the price first anchors every later answer. For a fuller picture of price sensitivity, run a pricing study separately.

Why measure believability separately from appeal?

Because an idea can be appealing and still not be believed. If people love the promise but doubt the claims, the concept needs evidence, a demonstration or softer claims. Measuring both shows which problem the team has to solve before spending money on development or advertising.

Who should take a concept test?

People who buy in the category, screened at the start. Friends, staff and fans of the brand give kinder answers than the market will. Recruit a sample that looks like the people the product will be sold to, and check the screener answers before reading any of the reactions.

Can a concept test replace a pilot launch?

No. It shows reactions to a description or a picture, not what people do when they meet the product in a store or online. Use it to choose between ideas and to fix weak claims, then test the winner with real behaviour where possible.

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On writing the questions themselves, read How to write survey questions. For everything the builder can do, see the form maker. Step by step: Create a conversational form with AI, then View, export and manage your responses.

Sources

Written and checked by the OneCraft team. Last checked .