Concept Testing

By this stage, you will have developed a number of product ideas and are likely looking to move to concept testing and…

  • refine and optimise the product to maximise its attractiveness to the market
  • measure likely uptake / success of the products
  • understand key metrics like relevance, purchase intent and uniqueness across the target group
  • understand how purchase intent may impact current category shopping

We offer two routes to concept testing:

  • Depending on how many concepts you are evaluating and how much detail you need we also offer a bespoke concept testing service. Bespoke studies might additionally include aspects such as pricing analysis, pack standout as well as claims testing.

Whatever your need, we will help you agree on the best approach for your study based on the decisions you need to make.

Typical KPIs for concept testing often include:

Output for such a study will focus on concept performance versus a benchmark product or our guideline norms, all presented concisely and clearly to ensure you are confident in making the right decisions for the next stages.



What clients say...

  • “[Concept Express]...has been exactly what I needed – robust quant validation, that helped answer a couple of questions, but didn’t take ages or cost a fortune. I will definitely be in touch again when we’re in the next round of new concept work.” Innovation Manager, Whyte & Mackay

  • “Concept Express was quick, efficient and sufficiently flexible to suit our requirements. The online real time system was a good way to engage our stakeholders and excited real interest in the project. It raised the profile of research internally and challenged – positively – expectations of what could be delivered by when.”  Customer Insights Manager – UK High Street Bank

  • PackTest Express was the perfect solution for our product development and stakeholder management needs. It allowed us to quant test simultaneously several pack formats as well as a couple of different designs early in the development process in order to get quick and robust answers to our questions. It was really easy to set-up and the online platform made it very simple to follow the KPI’s in real time. We would definitely consider using PackTest Express again in future key innovation projects.

    Head of Brand Development - Yeo Valley Family Farm

  • PackTest Express enabled us to evaluate 8 packaging concepts, extremely quickly, on our relevant KPIs and identify the winning pack.  This standardised solution offers significant flexibility.  We were able to achieve our goals, with agility, and with the expertise of Harris Interactive’s team. Consumer Insight Manager, International Skin Care Company

Further Information

  • Concept Express™image

    An agile concept testing service with fully automated results. Make faster decisions on product and service concepts