Client FAQ

What kind of product research do you do?

We specialize in IHUTs, HUTs, in-home usages tests, home usage tests, home user testing, whatever you’d like to call it. Essentially, we get products in consumers’ hands and homes for research and testing purposes.

What background or profile information do you offer on your community members?

We have very robust profiles on our community to help contextualize your feedback. This includes: Gender (preferred pronoun), Ethnicity, Relationship/Marital/Parental status, Employment Status & Industry, Household Income, Retailers and Categories Shopped, Purchasing Behaviors, Food Allergies, and some fun Psychographic/Persona Questions. (Reach out to learn more!)

What are the best use cases for this platform?

Our brand partners use us for a variety of use cases depending on product stage and goals. Here’s a laundry list for inspiration: 

Who do you typically work with?

We work with teams mostly in product marketing, innovation, and insights, and founders.

What kind of products can I test?

  • Brands typically test 1-5 of their own products, and some add in competitive products (we purchase these on your behalf).

  • Products we test most often:

    • Food & beverage

    • Supplements

    • Home care & fabric care

    • Fabric care

    • Personal care & skincare

    • Pet care

  • Products we won’t test:

    • Tobacco-based products

    • THC (but we will test CBD!)

  • Products we can test but require custom setup:

    • Refrigerated & frozen

    • Alcohol (Beer, wine)

    • Bulk, heavier items (typically over 10 pounds)

How often do Highlight boxes go out?

We have rolling sets of boxes that go out at all times, but to keep it simple, you can think of us as your typical monthly box! Members of our community get boxes about once a quarter to keep excitement up and survey fatigue down. We have 90% survey completion rates!

Can I give consumers instructions for how to use/consume my product?

Yes! Tell us anything your consumers should know about your product prior to consuming, or any instructions for use/preparation. We send reminders via email, and in app (just prior to survey).

How big of a study should I run?

  • n=100 is our minimum sample size per product, for innovation projects or emerging brands.

How does the bundling work?

  • Our emerging brands tend to reach for our Basic Tier for robust results while maintaining cost efficiency. In this tier, brands are bundled with other products that go to a broader ‘better for you consumer’. 

How are the boxes branded from the outside in?

Our standard boxes are Highlight branded and contain about 5 new products across categories. Depending on what tier you’d like to go with, we can introduce custom inserts, branded boxes, and more!

How long does a study take?

  • <1 month from start to finish. We promise we’re quick!

  • For our Basic Tier, boxes go out monthly. They are typically sent out during the last week of the month.

  • For our Starter and Pro Tiers,  we can have your product in consumers’ hands, and a live dashboard of data coming in, in a matter of days. This depends on how quickly you can get your product to us.

  • Our Pro Tier offers rush delivery options, which allows for a 3-day turnaround from product receipt to data collection and custom reporting.

How do you find your community members?

We have strategic partnerships with aligned communities such as WeWork Labs, NewLab, and more. We have partners at undergraduate and graduate campuses, and sponsor industry events and programs, such as Startup CPG Pitch competitions and SKU accelerator cohorts. We’ve posted in Facebook groups like ‘plant-based men’ and ‘Peloton moms’ and ‘Northeast dog owners’ to strategically bring in the people that matter most to our brand partners. And of course, our word-of-mouth referral is strong. Our members love the experience of trying new products and giving feedback. Our referral rate is incredibly high, and we use our active and engaged base to expand our network organically. Bottom line is – we recruit unlike any other ‘panel’ out there because we are a vetted community of trusted consumers, motivated by the right reasons – discovering new products, and helping make them better.

Who's in your community?

  • To be a member of the Highlight community, consumers must meet Articulation Score and Primary Purchaser requirements as a baseline.

  • Beyond that, we strive to balance our demographics against census data and ensure a range and diversity of age, gender, HHI, ethnicity, and geographics.

  • Our age range is 18-65, with an average age of 32 (we skew younger, because our brands have tended to tap this ‘crowd favorite’ audience). We have a strong cohort of pet owners, parents, plant-based and plant-forward consumers, and more. We are consistently evaluating our community makeup – demographics, psychographics, geographics – to meet our brand partners’ needs.

Who can I target?

Bottom line – anyone you want. We’ve worked hard to build a proprietary community (we can call them a ‘panel’ if we must) that balances census data and is well-profiled, so that you can reach into any corner of the US and target the consumer you’d like to reach.

Who designs the survey?

You do! Depending on the pricing tier you choose, we can pair you with an Insights Manager who can help. Use our Highlight Survey Module as a starting point, or custom design your survey entirely. Your survey real estate is yours to own, and we’re here to support. We can guide you when it comes to survey UX and survey design.

What are your survey capabilities?

  • We have a recommended survey length & design:

Do I get to market to the consumers I reach? Do I get their emails? Can I follow up?

  • Call to Action: We drive respondents to specific channels on your behalf – we end most surveys with a purchase link & a promo code to try more.

  • Re-Contact: If you’d like to re-contact your consumers, we can send follow-up emails for marketing or research re-contact purposes.

Can I go beyond the survey? What are your other capabilities?

  • Yes! We can support follow-up IDIs, focus groups, ethnos, and more.

Still have questions? contact us