Place your bets on winning concepts with clarity and confidence
Concept development is expensive—and getting it wrong really hurts. That’s why we bring end users and colleagues into the concept evaluation process, early and often, to make sure you’re on track and to give your concepts the greatest chance of success.
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First make the right product concept, then make the concept right
When product concepts fail, it’s usually down to one of two things: solving the right problem or solving the right thing the wrong way. It’s important to stay grounded in what users need, not what trends dictate.
Evaluating concepts shouldn’t be a one-off, it should be an evolution. That takes:
Stimulus that stimulates: Our approach to concept evaluation evolves with our ideas. We use flexible, creative stimuli—from sketches to 3D prototypes—bringing early-stage thinking to life.
A co-creative mindset: We believe that late-stage feedback often leads to false feedback, so we involve end-users in building concepts to generate more useful developmental pointers and real product validation.
Dynamic quantification: For later-stage concepts, it’s often choice-based methods we favor, from KANO and Max Diff to conjoint and beyond, to pinpoint which product attributes, features and benefits to prioritize.
It’s not about asking what people like. It’s about building a winning concept—together.
Involving people early in concept testing and development
Great concepts are tested, improved and tested again. That’s why we use research spaces that mimic real-world interactions—so you don’t just evaluate, you evolve.
Online communities enable fast, iterative feedback. Members don’t just react, they play and live with concepts, sharing what sticks.
Pop-up spaces are perfect for a design sprint and agile development. We layer real-time input throughout the sprint lifecycle, including overnight quant screening.
Concept labs can range from virtual focus groups to immersive experience labs. We design the right space, stimulus, process and outputs for the job. Blending qualitative insights with concept validation techniques.
Concept screening is used when there’s no substitute for benchmarking at scale across markets and audiences. We can field anything from quick dip, AI-moderated surveys and feature-based Max Diff studies to more sophisticated A/B tests with commercial modeling.
Let’s build the breakthrough idea your market’s waiting for
Get in touch to learn how our concept evaluation methods reduce risk, boost confidence and bring better products to market.
Innovation isn’t a solo act, it’s a dance. This blog explores five key principles for better customer involvement, showing how Insight Communities help brands co-create with their audiences to drive real innovation.
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