Activate It | Survey and Configuration

Stimuli Guidelines

In Activate It, concept should have 4 key elements:

  1. A product / pack / feature image (photo or digitally rendered) which looks/feels like something consumers would see in-market.
  2. A brand name and logo, which are an important context that influences decision making. 
  3. Bite-sized description, reflective of how people consume information and is more engaging than traditional long-form concepts. Focus on what’s important and describe it in a conversational manner. Include a benefit statement and emotional and rational justification. Description is not necessary for Tech, Telco and Finance products as it is usually part of the product visual.
  4. Product specifications. Information about flavors, variants, features, sizes/servings (including weight or volume), ingredients, where it can be purchased, and price. Some of these specifications are optional inputs and vary by industry (CPG, QSR, Tech, Telco, Finance).

Price exposure is introduced later in the survey and should not be included as part of the stimuli.

Learn more about stimuli and inputs.

Questionnaire Flow

Concept testing can look different from organization to organization, especially from industry to industry. We have standard Activate It offerings for:

  1. Fast moving consumer goods companies
  2. Quick Service Restaurants
  3. Quick Service Restaurants - Offers
  4. Tech, Telco & Finance.

The high level questionnaire flow is linked below.

View the Methodology Guide.

Configuration Guide

Check out our Getting Started Guide to get help with configuring your project.

For Activate It FMCG, check out our New Configuration guide.