Concept testing before production starts
Check an advertising concept, an offer or a positioning on digital respondents — in minutes, instead of weeks in the field.
Why test a concept
A weak concept is the most expensive kind. By the time it turns out the audience saw no value in it, production, the media plan and months of the team's work are already layered on top. A classic concept test answers the question, but it costs about as much as a small campaign and takes two to six weeks — which is why it gets skipped.
Testing an advertising concept on synthetic respondents puts that stage back into the process: within minutes you can see which idea carries a message people understand and value they recognise, and which one is held up only by the team's affection for it.
What you can test
- Advertising concepts and campaign big ideas
- Positioning and the insight underneath it
- Offers and value propositions
- Hypotheses for new products and services
Up to four concepts per test. The format is text describing the idea, with reference material where useful — JPG, PNG, PDF, up to 8 files per idea.
How a test runs
- 1
Pick the Ideas and concepts test type
A ready-made concept test questionnaire.
- 2
Enter up to 4 concepts
The idea as written, the offer, and visual references if you have them.
- 3
Define the audience segment
For example: property buyers aged 28–50 in capital cities, mid-to-high income, rational decision makers.
- 4
Read the report
A ranking of the concepts, metric scores, and the reasoning respondents gave.
What the report measures
- Message
- Does the main thought come through?
- Value
- Does the audience see something in it for them?
- Relevance
- Is this about me and my situation?
- Distinctiveness
- Does it differ from what the category already does?
- Interest
- Does it make people want to know more?
Each metric comes as a 1–5 score and a Top-2-Box figure, with an overall ranking of the concepts. Open-ended answers are grouped by sentiment: what won people over, where they did not believe it, what stayed unclear — with quotes.
Frequently asked questions
Does this replace a classic concept test?
At the early stages, yes: it screens out the weak ideas and ranks the strong ones. For final decisions with large stakes we recommend pairing them — a synthetic test as the filter, live research to validate the finalist.
How should a concept be written up?
Text is enough: the idea, the offer, the story. You can add a moodboard or references. The closer the description is to how a consumer will actually meet the concept, the more accurate the answers.
Can I test B2B hypotheses?
Yes. The segment is defined freely, right down to narrow professional audiences and decision-maker profiles.
What do I get beyond like or dislike?
The reasoning: why the concept works or does not, which words and promises trigger disbelief, what the audience felt was missing. That is material for a rewrite, not just a verdict.
Your first test is free
A real test on a real panel — reduced in size, not in kind. Create an account and run it in the next ten minutes.
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