Concept testing to improve ideas and choose which to develop.
A score is where the decision starts. You’ll also see why people respond to each idea as they do, and what would make it stronger.
What teams bring us to test.
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More ideas than the budget allows.
You see which ideas to develop first, and which to set aside.
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A product that has to prove itself in use.
People use it in their own homes or working days before they judge it, so you hear how it performed.
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Claims for a new product.
You’ll see which claims people understand, believe and care about.
Ideas taken forward.
- Putting new workwear through real working shifts Wear-test evidence on performance, fit and features. What happened next The brand later launched a workwear range built on the fabric we tested.
- Developing new products for a free-from food brand A growth map, a documented idea bank and concept screening. What happened next The brand then commissioned a second innovation pipeline from us.
- Developing claims for a new hair care product in two markets A claims development report for the consumer insight team. What happened next Four claim areas recommended for progressing by its insight team, with a lead claim to choose next.
Questions teams ask before a concept test.
Can you forecast volume, or only score concepts?
Both. We model volume where your plan needs a number, against products that already sell.
Concept test or choice model: which do we need?
A concept test compares whole ideas. When the choice is a range, or the features and prices that go with it, a choice model reads those trade-offs directly.
Should we test in-house, on a platform, or with a consultancy?
Repeat tests of familiar formats suit a platform or your own team. A new kind of idea, a large investment or a choice several teams must agree on is where we help most.
Our thinking on concept testing and portfolio choices
An idea to develop, or a pipeline to narrow?
Bring the choice your team has to make, in as much or as little detail as you like. We’ll suggest what each idea should be compared with, and whether a concept test is the right tool.
A partner or director will reply.