By edwaardnick . Posted on October 6, 2023

If you’re looking to understand a target audience better, surveys are some of the best tools. But one can’t deny that surveys don’t always yield the best results. Sometimes, bias, wrong practices, and poor data collection can ruin survey results. 

With AI tools like ChatGPT now available, you can improve and refine your concept testing to get better survey insights. In this article, we’ll share some ways and practices to use ChatGPT to improve your survey concept testing for better results. 

What is Concept Testing?

In product development, marketing, and innovation, “concept testing” is a term you’ll often come across. This phase in the life cycle of any product, service, or idea is where your ideas find their wings or meet their first real challenges. 

At its core, concept testing is a research methodology used to evaluate a concept’s potential for success before it’s fully developed or launched. Think of it as a “trial run” for your idea. It’s like testing the waters before diving in. Concept testing provides insights into how your target audience might react to it, whether introducing a new product, a novel service, or even an advertising campaign.

Why Use Surveys for Concept Testing?

Surveys are a popular tool for concept testing for a variety of reasons. Here are some benefits of using surveys in your concept testing:

  • Reach and Scalability: Surveys allow businesses to reach a broad audience quickly and efficiently. They’re especially useful when gauging reactions from different demographics or geographic locations.
  • Quantitative Data: Surveys provide numerical data that you can statistically analyze. This can be invaluable when making business decisions or comparing different concepts.
  • Flexibility: You can also tailor surveys to fit specific needs. Research teams can design surveys accordingly, whether they want in-depth feedback or a quick yes or no answer.
  • Cost-Effective: Surveys are often more cost-effective than research methodologies like focus groups or in-depth interviews.

AI is Changing the Way We Run Concept Testing

Artificial intelligence tools are radically changing the way we work. Around 55% of companies have now adopted artificial intelligence. And it’s not just affecting content writers and designers. It’s also creating massive paradigm shifts in research and development. While an AI model cannot replicate a researcher’s mind and curiosity, it can help streamline the testing and research work. 

As a result, researchers can now use artificial intelligence to come up with more polished results. AI can also cut the time spent testing and analyzing data, allowing us to focus on more high-level analysis and brainstorming. AI-powered analytics also provide you with more insights to come up with clearer conclusions from data.

ChatGPT is a tool that can improve concept testing and survey work immensely. A product of OpenAI, ChatGPT is an AI tool that can help researchers with various tasks that can speed up your process. 

A revolutionary software that no one’s seen before, ChatGPT grew immensely after its launch. The program crossed 1 million users only five days after it went public. By January 2023, it already hit 100 million active users.

Later in this article, we’ll dive into the many use-case scenarios of ChatGPY in concept testing.

Ways to Use ChatGPT in Concept Testing

The introduction of advanced language models like ChatGPT has transformed concept testing forever. How does this tool influence testing and surveys? Here’s a look at how ChatGPT and similar models have impacted the realm of concept testing:

Get Instant Feedback 

With traditional surveys, you draft questions, distribute them, wait for participants to respond, and then analyze the results, which can take days to weeks. In contrast, ChatGPT allows you to “discuss” a concept in real time, mimicking a conversation with potential users. 

If you have a new idea for eco-friendly packaging, you can present this concept to ChatGPT and inquire about potential concerns, environmental impact, or market trends. The model immediately provides insights based on existing knowledge about eco-friendly initiatives, packaging standards, and public sentiment. This is a prime example of using artificial intelligence to improve survey accuracy, significantly reducing the feedback loop.

Improve Cost Efficiency 

Organizing focus groups or deploying surveys, especially across multiple regions, can be expensive and time-consuming. With the aid of email marketing software, distributing these surveys becomes more manageable, but the cost and time factors remain. ChatGPT offers an avenue to gather preliminary insights without the high costs. 

Before committing significant resources to a large-scale survey about a new coffee flavor, you could introduce the idea to ChatGPT. The feedback received might help refine your concept, ensuring that subsequent human-based surveys are more targeted and effective, potentially saving time and money.

Provide Global Insights 

Given that you train ChatGPT on data spanning various cultures and languages, it can offer a global perspective. This global reach is challenging with traditional surveys without an expansive budget. 

ChatGPT can provide invaluable insights into cultural preferences, potential linguistic challenges, or regional market trends, ensuring a more informed and culturally sensitive approach for businesses hoping to launch a product with international appeal.


The challenge with traditional methods is that testing multiple concepts requires a proportional resource increase. ChatGPT simplifies this with its ability to handle numerous queries. 

For example, suppose you’re rebranding and have multiple logo designs in the running. In that case, ChatGPT can quickly provide insights into them, allowing for a comparative analysis without the logistical challenges of traditional testing.

Customization and Iteration 

ChatGPT’s adaptability means it can be integrated with other tools to create unique testing environments tailored to specific needs. Plus, the rapid feedback loop allows for quick refinements. 

Imagine receiving feedback on a product name that might not resonate well with a target audience. With ChatGPT, you can brainstorm alternatives, discuss each in real time, iterate based on feedback, and repeat this process until you find the most suitable option, all in a fraction of the time traditional methods would take.

Data Analysis 

While ChatGPT is excellent for qualitative feedback, it can also yield quantitative data when paired with analytical tools. After discussing a new movie or book concept, you could analyze the conversation to gauge sentiment. 

How often did respondents express positive or negative sentiments? Were specific themes or keywords prominent? This combination of qualitative and quantitative insights provides a richer understanding of potential reception.

Simulated Scenarios 

ChatGPT’s conversational nature allows for the simulation of hypothetical situations, offering a way to gauge reactions in different scenarios. Suppose you’re launching a new online service. With the AI tool, you can walk through a user’s journey and ask the model how it feels at each step.

Educational & Training Applications 

Beyond commercial products or services, you can leverage ChatGPT for educational and training purposes. ChatGPT can improve any education material, from company onboarding training programs to the easiest MBA program.

Let’s say you’ve crafted a new educational module on a certain topic for an MBA program from a school, you can analyze reviews of an MBA program from an online database just like Flatiron School reviews. ChatGPT can help review it and offer feedback on clarity, comprehensibility, potential areas of interest, or sections that might benefit from further elaboration or simplification.

Embracing the Future of Concept Testing

Traditional concept testing methods can complement innovative approaches powered by artificial intelligence. ChatGPT serves as a testament to this evolution, offering real-time feedback, scalability, and a global perspective, all while being cost-effective. 

The synergy between traditional best practices and AI promises more informed decisions, reduced risks, and a clearer path to success in any venture. Embracing these advancements becomes necessary to stay competitive and relevant in the market.

1 Comment

  1. ChatGPT 日本語

    This article provides valuable insights into how ChatGPT can enhance concept testing and survey insights. AI’s ability to refine and generate ideas is a game-changer for market research. Thanks for sharing how ChatGPT can be a valuable tool for survey refinement!

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