Seedling - United States of America
Seedling is a smart, simple concept testing tool that uses behavioral data, rather than opinions, to assess the strength of new product and service ideas.
Development Stage: Go-to-market
Seedling improves upon traditional concept testing in three key ways:
1. Better sampling
- Seedling doesn't pay people to fill out a survey or sit in a scripted
interview, it observes how potential customers react to your idea is a
2. Better measurement
- Seedling doesn't collect opinions; everyone's got one, and they don't
predict future behavior, it measures people's actual behavior in
3. Better reporting
- Clear, transparent reporting using business metrics you actually use
like click-thru-rate and cost per sign-up. Concepts are compared using a
Bayesian approach rather than a standard significance test which makes
it easier to determine which concepts perform the best. We benchmark all
the ideas we test so you can easily see how your ideas stack up.
Improves accuracy - For years we've used measures of opinions, attitudes, and emotions as proxies for predicting customer behavior. Because these measures are one or more steps removed from customers actual behavior they been plagued with error and subsequently have a poor record of predicting business outcomes. Seedling demonstrates it possible to collect behavioral data in the research phase of a product launch which removes the need for proxy measurements.
Better socialization and accountability - Because Seedling collects the same metrics you use to run a business it's easier for business lead and data teams to understand and utilize the results. Additionally, it's easy to see how accurate Seedling's data is by comparing the metrics it provides to data from in -house analytics teams.
Seedling is unique in that it's the only tool that makes behavioral concept testing easy to deploy. The system has a fully automated online interface that makes it easy to scale across multiple users and teams.
Seedling has been working closely with a number of startups during our open beta phase. For example, we worked with a New York startup looking to take on the high-end cat food business. The key question they needed an answer to was: What key feature would make them stand out?
- All organic ingredients
- The ability to customize ingredients
- Recipes created by celebrity chefs
By comparing the results against each other and the against Seedling's benchmarks Crave was quickly able to find which feature had the most potential and where they should focus their efforts.
There are six steps to a Seedling experiment:
1. Tell Seedling a
little about your concepts. Describe what problem your ideas solves, how
it works and why it's the best solution to a customer's task at hand.
2. Add details about where your customer's live and what they are searching for online when looking for products like yours.
3. Based on the information you provide Seedlings creates a simple web page, one per idea, known as a concept page.
4. A small search advertising campaign is set up with Google, Yahoo, Bing and AOL to bring potential customers to your pages.
Seedling measures how people interact with your idea online, what they
click on, how long they interact with your idea, whether they request
6. Clear results are presented in plain English along with all of the raw data from your test available for download.