Matrix
Concept testing matrix: purchase intent vs uniqueness
A 2x2 matrix for reading concept test results. Purchase intent runs along one axis and uniqueness along the other, which gives four outcomes: a sweet spot to prioritize, a niche opportunity to check by segment, a me-too risk that needs sharper positioning and a concept to drop. It helps product and marketing teams avoid backing a concept that people want but cannot tell apart from what they already use. Koji asks follow-up questions after each rating, so you also hear why a concept landed where it did.
Where this appears
What's in this matrix
Vertical axis: Uniqueness (Low to High). Horizontal axis: Purchase intent (Low to High).
- Niche opportunity (High uniqueness, Low purchase intent): Unique but limited appeal. Look for the segment where it does land.
- Sweet spot (High uniqueness, High purchase intent): Unique and wanted. Prioritize it for development.
- Kill (Low uniqueness, Low purchase intent): Neither unique nor wanted. Move on.
- Me-too risk (Low uniqueness, High purchase intent): Wanted but not different. It needs stronger positioning.
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:
<a href="https://www.koji.so/visuals/concept-testing-purchase-intent-uniqueness-matrix"><img src="https://www.koji.so/visuals/concept-testing-purchase-intent-uniqueness-matrix/concept-testing-purchase-intent-uniqueness-matrix.png" alt="Matrix placing tested concepts by purchase intent and uniqueness: sweet spot, niche opportunity, me-too risk and kill, with what to do for each." width="1200" height="678" /></a>
<p>Source: <a href="https://www.koji.so/visuals/concept-testing-purchase-intent-uniqueness-matrix">Concept testing matrix: purchase intent vs uniqueness</a>, Koji</p>
