Concept testing
CONCEPT TESTING THAT SHOWS WHAT STILL NEEDS IMPROVEMENT.
Related Solutions
A strong idea does not automatically make a strong concept. Once the proposition becomes more concrete, you need to know whether people understand it, find it relevant and would consider buying it. Concept research allows you to compare promising directions, benchmark their potential and identify where refinement is needed before investment increases further.
Who is
this for?
You are deciding between several concepts.
Several directions appear promising. You want to know which concept provides the strongest starting point for further development.
The concept makes sense internally, but the market has yet to respond.
The proposition is defined. Now you want to know whether the target audience sees the same value and where understanding, relevance or brand fit still falls short.
You want to improve the concept before investing further.
You need more than a score. You want to know exactly which elements to retain, refine or reconsider before product development begins.
Concept testing centres on two decisions: is this strong enough to take forward, and what needs to improve? That is why you look beyond purchase intent alone. You also examine relevance, brand fit and the reasons behind the assessment.
Benchmarks then put the results into perspective, showing whether a score is genuinely strong compared with similar launches. AI helps you analyse open-ended feedback more quickly and turn areas for improvement into concrete actions.
Measure how product concepts perform with your target audience and compare the most promising directions. This shows which concept has the greatest potential and where to focus your remaining time and resources before further development.
Validate service concepts against the factors that determine their market potential. The Market Sentiment Index uses AI text analysis of open-ended feedback to reveal the sentiment a concept is likely to generate and why certain elements resonate more strongly than others.
Have your concept analysed and evaluated, and receive immediate, practical suggestions for improvement. This speeds up iteration and allows you to refine the next version without assessing every change again from scratch.
FROM CONCEPT TO DEVELOPMENT DIRECTION.
Understanding.
Does your target audience immediately understand what you are offering and which problem the concept solves?
Potential.
Measure purchase intent, relevance and brand fit, among other factors, and compare the results with benchmarks from similar launches.
Improvement
Identify which elements strengthen the assessment and which get in the way. Open-ended feedback and AI analysis reveal where refinement is needed.
Decision.
Determine which concept should move forward, what to improve first and where further investment is not sufficiently justified.
WHAT THIS APPROACH DELIVERS.
You end with a clear development decision. You know which concept has sufficient potential, how it compares with relevant benchmarks and which adjustments will strengthen the proposition. This means the next investment goes to a concept that has already passed its first market test.
Our research specialist
is happy to help.
The next step in your innovation process.
GENERATE IDEAS.
Not enough strong directions to choose from? Identify new needs and ideas in the market and broaden your innovation funnel first.
Development
SELECT IDEAS.
Too many directions to develop them all? Compare ideas early and determine which deserve further concept testing.
Development
PRODUCT DEVELOPMENT.
Identify which product features enhance the experience and where adjustments are needed before scaling up.
Development
GO TO MARKET.
Test whether the proposition, packaging and communications are strong enough for the market launch.
Development
In practice.
Uitgekookt
HOW STRONG IS YOUR CONCEPT REALLY?
A research specialist helps you determine what needs to be validated at this stage and which insights you need to continue development with confidence.
MOVE FROM CONCEPT TO IMPROVEMENT FASTER?
The AI Concept Advisor analyses your concept and immediately turns the findings into practical recommendations for improvement. This helps you identify more quickly how to strengthen the next version.
