Concept testing tool to identify winning ideas, earlier

Concept testing identifies weak ideas early, helping you focus on winning concepts and avoid costly launches of unviable products.

For example, testing might reveal that a premium snack bar concept is seen as too expensive for its target audience, allowing you to adjust pricing or features before investing in full production.

Do consumers find the concept appealing or interesting? Gauge how much your target audience is excited by or drawn to your concept, giving you a clear indicator of potential market demand.

What features or benefits of the concept resonate most with consumers? Pinpoint the elements consumers value most, like a product’s eco-friendly design or time-saving features, to focus your efforts on what matters most in development and marketing.

What price range do consumers associate with the concept? Understand perceived value to price the product competitively while maximizing profitability. A high-tech kitchen gadget, for instance, might be seen as worth $100–$150 but face pushback if priced higher.

Are there elements of the concept that confuse or frustrate consumers? Uncover potential barriers to understanding or usability that could hinder adoption, such as unclear instructions on a product package or a design that complicates use. For example, a meal kit includes a step that says, "Add spices to taste," but doesn’t specify which spices to use from the kit or how much is recommended.

What improvements or adjustments would make the concept more appealing? Gather actionable feedback to refine and enhance your concept for greater success. For example, adding recyclable packaging to a product could make it more attractive to eco-conscious consumers.

Are there any significant barriers to adoption for the concept? Spot challenges that could limit uptake and strategize solutions early, such as a subscription service being perceived as too complicated to cancel.

Highlight makes concept testing faster, easier, and more reliable. With a streamlined testing platform, you can validate ideas in as little as three weeks from recruitment to insights. The platform’s precise approach ensures high-quality feedback from niche audiences and provides robust data you can trust.

Here’s how Highlight speeds up and improves the process:

1. Fast turnaround. For digital concept testing, expect results in just a few days.
2. Niche targeting. Engage super-specific audiences, even with 3% incidence rates.
3. High data quality. Only 1-2% "junk data" compared to the 30% industry average.
4. Engaged testers. Surveys achieve a 90%+ completion rate.

With over 260,000 products tested by the Highlight community, you gain access to proven, real-world insights that remove the guesswork and help you confidently bring the best concepts to market.

Consumer insights professionals, brand marketers, and R&D teams use concept testing tools to validate ideas, improve designs, and reduce the risk of launching an unpopular product.

Concept testing can help you answer questions such as:

• Which product ideas have the most potential to succeed?
• Which packaging design resonates better with my target audience?
• Which marketing campaign elements–like headlines or visuals–will have the strongest impact?
• Which features are most important to my customers, and which can be deprioritized?
• Which product variation, like flavor, color, or size, do consumers prefer?