Helping products exceed the rising bar we have for them.
Online user research has transformed in recent years, but the tools and processes available to physical product developers remain largely the same as they were in 1980 – think mall intercepts and sterile focus groups. These methods are expensive, hard to coordinate, and not all that reflective of how people use products in real life. As a result, products get rushed out the door with inadequate research and 90% of the 30,000 new products launched every year fail.
Highlight exists to help products exceed the rising bar we have for them with an in-home product testing platform that lets you do good research fast. We streamline everything from recruit to data set, including all the logistics of getting your product to your target customers. Whether you’re targeting kitten-owning millennials or retinol-using women over 50 in California, with Highlight you can get projects moving with just a few clicks and receive insights in weeks.
To inspire our community of brands and consumers to build better products for all.
We’re here to turn today’s good ideas into tomorrow’s best ones. 95% of consumer products fail — we think it would be cooler if they didn’t. All it can take is the right ideas, the right people, and the right questions. Let’s not read the whole book on how to succeed; let’s Highlight.
We envision a world without product innovation waste.
We accept the products we think we deserve; maybe that’s why bad products stay on shelves longer than they should. Every time a Highlighter opens their Highlight Box they remember that trying new things should be exciting, not exhausting. Then they tell us about it. We’re not just revolutionizing the way businesses do research, we’re raising the bar for what consumers can expect — and then helping brands clear it.
We exist to bring product market research into the present.
Highlight is all about connecting. We do the legwork automating distribution and refining surveys up front — that means brands can spend more time getting to know their fans, who can skip straight to making a difference in their new favorite products. When these connections happen, feedback becomes clearer and products get much better. Athletes have trainers. Startups have incubators. You have Highlight.
Some of our mission-aligned brand partners:
Leadership at Highlight
Passionate about innovation and market research, our team continues to grow the possibilities of what Highlight can be.
Our investors & associations
Highlight is a women and minority-owned, venture-backed market research platform.
What others have been saying
In-Home Product Testing Platform Highlight Announces $7M Seed Funding Round
Social Impact Tech
Dana Kim and Ethan Kellough of Highlight On How Their Technology Will Make An Important Positive Impact
What It truly means to be tech-enabled in product research30,000 new products are launched every year and 90% of them fail. Some fail publicly with everyone watching, others fail on a smaller stage but with the same amount of pain.
Why Agile Consumer Product Testing Is The Environmentally Friendly Choice
Highlight's CEO Dana Kim for Forbes