4 concept testing methods (and how to use them effectively)

This article dives deep into the four main concept testing methods—and breaks down the pros and cons of each. You’ll walk away knowing how to select the right type—so you can collect the best user insights to shape your project or product.

4 concept testing methods explained

Concept testing is a research method of collecting user feedback on new product or design ideas. Whether you’re part of a user experience (UX), product, or marketing team, this process helps you determine what your users like (and dislike), so you can create products that convert better. 

Depending on your budget and needs, you might use 1:1 interviews, focus groups, or surveys to conduct concept testing. 

The four types of concept testing are: 

• Monadic testing

• Sequential monadic testing

• Comparative testing

• Protomonadic testing

Let’s look at each method, how to use it, and its benefits and drawbacks.

1. Monadic testing

In monadic testing, a single concept takes center stage. Testers evaluate a concept on its own merits, without comparing it to other options. 

If you want to test other concepts—and we recommend you do!—use a separate pool of testers who haven’t seen the first design, so your data reflects a more accurate representation of user preferences without interference from external factors.

For example, testers might say they like a logo’s design—until it’s in a line-up with the original, more familiar logo.

Monadic testing is great for most concept tests—from ad creative to product prototypes. But because it requires a bigger sample size, which takes more time to get, you may want to skip monadic testing for your low-fidelity concepts, like quick ad design sketches on paper, and save it for more detailed medium- or high-fidelity mock-ups.

When conducting monadic tests, keep these tips in mind:

Monadic testing benefits and challenges

Some benefits of monadic testing include: 

• You get in-depth insights on each concept to inform future iterations

• Testers only evaluate a single concept, which keeps the survey short and reduces test fatigue

• There’s less risk of order bias, which occurs when variant order affects the results

And some drawbacks of monadic testing are: 

• It may not reflect real-world circumstances; typically, people view products, marketing assets, and designs in the context of external factors

• Since each group only views a single concept, you need to find more testers to assess your other concepts

• You may need more time to gather enough insights and move on with your design and development process

2. Sequential monadic testing

In sequential monadic testing, like in standard monadic testing, respondents see one concept at a time and answer questions about their preferences on that concept. But in the sequential monadic approach, researchers test multiple concepts with the same group of respondents. 

Seeing a stellar design first can influence a tester’s reaction to subsequent concepts. To minimize this bias, called order bias, researchers create three different test groups and show each group the concepts in a different order. 

For example, if a direct-to-consumer (DTC) company is testing three packaging options for their new line of soap, they might show one group of testers Option A, B, and then C; another B, C, and then A; and a third C, B, and then A (as you see in the image above). Then, they compare the results between the groups.

💡Think of sequential monadic testing as presenting multiple monadic tests to the same audience. If you follow the same best practices you do for monadic, you’ll be golden. 

Sequential monadic testing benefits and challenges

Some benefits of sequential monadic testing include: 

• Since each tester reviews multiple concepts, you don’t need a large sample size, which saves you time and reduces costs

• You gather the right amount of responses in a short amount of time, helping you make decisions and prioritize faster

And some drawbacks of sequential monadic testing are: 

• You need active measures in place to combat bias 

• Surveys are longer, which can negatively affect completion rates

• If you limit survey length, you lead to fewer open and closed-ended questions, resulting in less in-depth data on concepts

3. Comparative testing

Sometimes you’ve got more than one great option, and you just need a second opinion (or a dozen second opinions). That’s where comparative testing comes in. 

Also known as comparison or preference testing, comparative testing is a method used to determine the relative appeal of two or more concepts. In other words, this approach looks at which design respondents prefer.

In comparative testing, respondents view concepts side by side instead of one after another, as in sequential monadic testing. A survey might ask them to score or rank designs against fixed criteria, like originality or usefulness, or instruct them to indicate their preference and explain why.

When conducting comparative tests, keep these tips in mind: 

Comparative testing benefits and challenges

Some benefits of comparative testing include: 

• Testers can directly compare two or more designs

• You get clear data about what resonates most with users

• A small sample size works well, which is more cost-effective

And some drawbacks of comparative testing are: 

• It doesn’t provide in-depth feedback on the individual concepts or nuances in testers’ thinking

• It may not work well for complicated concepts because seeing two highly detailed images next to each other might confuse and overwhelm testers

4. Protomonadic testing

Protomonadic testing combines elements of sequential monadic testing and comparative testing. Respondents view multiple concepts separately and sequentially, and then choose their preference at the end. 

In this best-of-both-worlds approach, you accurately gauge the first impressions of each concept, and understand how they perform against each other.

💡Note: for best results with protomonadic testing, follow the best practices of monadic and comparative testing. While it may seem like more work upfront to design a two-for-one test, you reap the benefits of richer, more reliable results.

Protomonadic testing benefits and challenges

Some benefits of protomonadic testing include: 

• It allows for better comparisons between concepts since respondents have analyzed each concept before making a decisive judgment call

• You don’t need as many respondents as in monadic testing 

And some drawbacks of protomonadic testing are: 

• It can be more challenging to design since it combines two different types of tests

• With more questions, participants face survey fatigue, which can lower your completion rate

Collect insights that lead to empathy and iteration

The four concept testing methods we explore in this article offer actionable data that empowers you to determine what your users want—so you can give it to them. However, each technique has its own unique benefits and drawbacks. 

To determine which method works for you, start by outlining your project’s goals and team’s constraints, like budget or time. Once you clearly understand your objective and parameters, then you can consider the pros and cons of each method, and find the one that fits best. 

No matter which method you choose, you’ll walk away with a better understanding of your ideal customer persona and ideas for a better product or design.