Reference table
Concept testing metrics and target scores
The five core metrics for a concept test, each with a question to ask and a target score: appeal, clarity, uniqueness, purchase intent and believability. Targets are given as Top 2 Box shares, such as 65% or more for appeal and 40% or more who would definitely or probably buy. Use it to set go or kill thresholds before you run the test. Koji's scale questions report these distributions automatically.
Where this appears
What's in this reference table
| Metric | How to measure | Target |
|---|---|---|
| Appeal | To what extent do you like or dislike this concept? (5-point scale) | 65% or more Top 2 Box |
| Clarity | How clearly does this idea address a need you have? | 75% or more understand the concept correctly |
| Uniqueness | How different is this from other solutions you have seen? (5-point) | 50% or more Top 2 Box for differentiated categories |
| Purchase intent | How likely would you be to purchase this? (5-point intent scale) | 40% or more definitely or probably would buy |
| Believability | How believable is this product or service? | 70% or more Top 2 Box for credible segments |
Use this image
Free to use in your docs, decks and posts under CC BY 4.0, as long as you credit Koji with a link to this page. To embed it, paste this into your page:
html
<a href="https://www.koji.so/visuals/concept-testing-metrics-and-target-scores"><img src="https://www.koji.so/visuals/concept-testing-metrics-and-target-scores/concept-testing-metrics-and-target-scores.png" alt="Table of five concept testing metrics, appeal, clarity, uniqueness, purchase intent and believability, with the question to ask and a target score for each." width="1200" height="745" /></a>
<p>Source: <a href="https://www.koji.so/visuals/concept-testing-metrics-and-target-scores">Concept testing metrics and target scores</a>, Koji</p>
