eDigitalResearch launches concept testing tool

The new offering incorporates quant and qual elements, drawing on eDigital’s online panel and community services, as well as on and offline qual methodologies. The firm aims to recruit “creative innovators” to take part in co-creation activities.

The service has already been used with energy supplier E.On to gauge customers’ opinions on solar power packages.

Research director Derek Eccleston (pictured) said: “Concept testing no longer needs to be long, laborious and one-dimensional. The dramatic rise of social media means that consumers are comfortable communicating via the online medium and we have subsequently built up a broad range of research tools which tap into this.”