B2B Concept Testing & Proposition Evaluation

Data-Driven Strategic Intelligence

The new product development journey in B2B markets is challenging.

Concept testing market research gives your business the best chance of success through a structured evaluation process:

• Select which innovation concepts to develop further from many options
• Identify which B2B value propositions resonate most with your target audience
• Ensure all elements of the marketing mix (e.g. insight, price, message, positioning) are working prior to launch

Key Benefits of B2B Concept Testing & Proposition Evaluation

A data-driven approach to innovation delivers superior results through rigorous concept testing methodology. 

By systematically evaluating concepts before market launch, you reduce risk and increase ROI on your development investments.

Our methodologies combine quantitative validation with qualitative insights to ensure your innovations not only meet market needs but effectively differentiate from competitive offerings.

Compare your scores on key NPD metrics with known success criteria ('What does good look like?')

Determine what customer problem or pain point your concept is addressing

Establish whether your concepts are sufficiently different and sufficiently appealing to succeed

Evaluate how your value proposition customer offering compares to the competition

Our B2B Concept Testing & Proposition Evaluation Methods

We employ a range of Qualitative & Quantitative methodologies throughout the B2B innovation journey.

Our concept testing in marketing approaches provides comprehensive evaluation at every stage.

We give expert guidance through every phase of concept evaluation and new product development

Our comprehensive testing approach:

Insight Validation and Ideation
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At the earliest stage of NPD, we check the power of the insight, ideas, and concepts developed to address it.

Concept Screening
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We identify the concepts most likely to succeed from many generated. In addition to testing comparatively, it also checks performance against benchmarked scores.

Full Mix Test
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We focus on one or two concepts that have been developed further to assess market readiness.

Sales Prediction
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We calculate likely market take-up when modelled with in-market factors e.g. awareness achieved. Useful as a final 'go / no go' check.

Value Proposition Testing
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We evaluate how well your proposed value aligns with customer needs and expectations.

Concept Optimization
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We refine your concepts to maximize appeal and minimize barriers to adoption.

Competitive Positioning
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Assesses how your concept compares to existing market alternatives.

Our B2B Concept Testing & Proposition Evaluation Process

We bring a structured approach to delivering B2B concept testing consumer research that drives results.

Each stage of our process is designed to uncover meaningful insights about how your concepts resonate with business decision-makers, identify opportunities for optimization, and provide clear direction for successful market implementation.

Why Choose Us for Your Concept Testing and Development

At Biznography, we bring over 50 years of combined experience in understanding business audiences, from SMEs to global enterprises.

Our work spans 35+ countries across every continent (except Antarctica!), giving us a truly international perspective on markets, industries, and decision-makers.

We specialize in reaching the hard-to-reach.

Whether it's C-suite executives, technical experts, or niche B2B segments. Our quantitative & qualitative research for business is designed to deliver practical, high-impact insights that help organizations make informed, confident decisions.

As a Market Research Society (MRS) Company Partner, we uphold the highest standards in research ethics, data integrity, and global best practices.

Get Started With Your B2B Concept Testing & Evaluation

Discover how data-driven insights can drive your success.‍