Concept Testing (Digital)

We believe great products shouldn’t be built on hunches – they should be built on honest, clear, and fast consumer feedback. That’s why brands come to Highlight for concept testing as a better way to validate early ideas, eliminate the noise, and help brands move forward with confidence.

Whether you're testing an initial sketch or a polished design, Highlight makes concept testing fun, frictionless, and instantly useful for insights, innovation, R&D, and marketing teams alike. With a purpose-built platform, engaged testers, and expert-crafted study design, we help our customers spot the winners, kill the duds, and create products people love.

Key Questions Addressed

• What concept rises to the top? 
• Which idea should we move forward into development? 
• What ideas rise to the top vs fall to the bottom to continue exploring? 
• Does my idea outperform my key competitors’, and are there opportunities for improvement?
• How do each of these concepts perform / contribute to my overall product line?

Common Outcomes

• Winning concept design between multiple options
• Opportunities for improvement in overall design, messaging, claims, etc.
• Strongest / weakest performing concepts in a product lineup

Methodology Guide

Quick Hits

• Quantitative
• Participants each rate 1 concept (Monadic)
• N=100+ per concept recommended
• ~1-2 weeks turnaround (no product sent)

Typical audience: category purchasers or Gen Pop

For more information on designing your audience and sample size, see here.

Standard Inputs (Highlight Blueprint)

• Appeal
• Comment on Likes
• Comment on Dislikes
• Believability
• Uniqueness
• For You
• Agreement: Addresses a Need / Desire
• Value, Priced
• Purchase Intent, Unpriced
• Comment on Factors Influencing Purchase
• Comment on Suggestions to Improve

+ Can add from any of our available / recommended questions and/or write your own

Stimuli: must be image-based (i.e. concept image, packcept image, or benefit statement in an image). 

Standard Outputs

• Scorecard of metrics included in your survey + statistical significance testing
• Summary of key themes that emerge from open-ended questions
• Data visualization for all survey questions
• Crosstabs with customizable banners + statistical significance testing
• Van Westendorp Pricing module and analysis can be added on (see here for more details) 

For more details on setting up and designing concept tests, see here. 

Reach out to your Customer Enablement rep if you have any questions about leveraging Highlight for this use case!