Concept Testing

Concept testing brings strategic guidance, validation, and risk reduction to new products you are planning to introduce to your line or new markets. Leveraging consumer input to refine offerings early in product development can help validate you have the right messaging and proposition and strengthens potential success of your product in the market.

Some of the benefits of investing in concept testing include:

“As a business, you are about to invest thousands, 100s of thousands, even millions into launching into a new market, but many of us don’t even take the time to do our research first. What can we do today, to guarantee success tomorrow?

Do your due diligence - do your research. It's worth the investment."

Concept Testing Research Reduces Risk

Testing concepts with consumers before investing heavily in a product launch helps derisk decisions about product design, features, pricing and communications. Early feedback can help tweak the concept to increase the likelihood of a successful launch and reduce the potential for wasted time and resources.

Concept Testing Helps Optimise Your Marketing Message

Concept testing allows you to evaluate how effectively different marketing messages resonate with your target audience. By testing variations in positioning, messaging, and value propositions, you can identify which concepts generate the most interest and engagement. This insight enables you to tailor your marketing communications to effectively communicate the unique benefits of your product, increasing its relevance and appeal to consumers.

Refined Product Development

Concept testing provides valuable insights into consumer preferences, needs, and pain points. By soliciting feedback on product concepts, features, and benefits, you can refine your product development process to better align with customer expectations. This iterative approach ensures that the final product meets the needs of your target audience, increasing its appeal and marketability.

We offer many different Quantitative research techniques, including surveys, customer profiling and brand health tracking.

Interested to find out more about conept testing for your brand?  Schedule a callwith us and let us provide you with more information on options available to you. 

How Do We Do This?

Our global team of experts uses a wide range of research techniques to answer your
 questions and drive your business towards achieving its goals.


skincare product concept testing

Let’s work together

STEP 1: Let’s chat about your research needs!

Let’s connect so we can better understand your desired outcomes, budget and timeline to assess the best research solutions and research specialist to work on your project.

STEP 2: Finalise Scope of Work and Assign Research Expert.

Here we sign off on your project objectives and allocate a Research Client Manager and Research Specialist to work on your project.

STEP 3: Kick Off time!

Now it’s time to set up for success! We have a 1-hour online meeting with the core team and key internal stakeholders on roles and responsibilities, project milestones and ways of working.


“We engaged Insights Exchange on a project to understand whether one of our clients’ brand codes were distinctive or not – help us identify which assets were currently working well, which weren’t ownable, and which we might want to develop further to drive effectiveness in our comms.

I’ve worked with Nichola Quail on several research projects over the years and would absolutely recommend talking to her and her team next time you need actionable insight.”

Ben Fielding, Senior Strategy Director