Concept Testing

Concept tests are done to evaluate the appeal of an idea before an actual product is created.    Concept tests often include multiple concepts in competition to identify the strongest, often against concepts describing existing products whose success is known and which can be used as a benchmark.  We conduct concept studies with and without product images.  Today most such images are computer generated, thus making online studies ideal for concept testing.    Our concept studies not only identify which product ideas are salient to today's consumers - it identifies ways to improve and perfect those products.