Product research that powers product success
The Highlight Insights suite gives consumer product and retail teams the agility to drive product success, growth, and resilience across the entire product lifecycle. Test ideas and products faster, understand your shoppers more deeply, and make confident, evidence-backed decisions.
No more waiting for results — watch them unfold in real time
See your results the moment responses roll in. Highlight Explore is a live data playground — visualize answers, slice across products and segments, and tap Highlight AI to surface the insights, themes, and sentiment that matter most. Tell the story behind your data without waiting for the field to close.
Learn more about Highlight AILoved the smoother finish
Less bitter than my usual
Would buy the low-caffeine one
Get to answers and decisions faster with powerful analytics
Whether you’re new to research or a seasoned expert, the Insights suite equips your team with everything they need to turn data into action. Build custom scorecards, layer in significance testing, and slice flexible crosstabs across multi-choice and scale questions.
Identifies which product attributes drag down overall liking the most — so you know what to fix first.
Pinpoints exactly where a control product loses fans to a new test product.
View your connected data with multi-project dashboards
Paint the full picture of your product performance. Compare results across research projects on the same metrics — to spot winning patterns, see how variants and concepts stack up, and make stronger, data-driven decisions.
Learn more| Appeal | Purchase | |
|---|---|---|
Spring reformulation | 74% | 53% |
Summer line | 81% | 62% |
Limited edition | 79% | 58% |
Embed data and customer-centricity into your entire product portfolio
Access 260+ expert-designed Survey Blueprints and a searchable 250+ Question Library, so you ask the right questions to get the answers you need — tailored for category, audience, and a diverse set of business questions.
An intuitive interface doesn’t just make launching quality tests easier than ever — it lets you re-use past surveys and audience parameters to run iterative testing and measure change as your product matures.
With all of your tests, results, and insights in one place, Highlight makes it easy to analyze, compare, and build on data collected across multiple research projects — for a complete picture of product success.
From product test to positioning in 10 days
Explorer Cold Brew Co. used Highlight to test four SKUs with 324 better-for-you coffee drinkers nationwide — watching message resonance, purchase drivers, and open-end themes roll in on a live dashboard as responses came back.
- Mapped which messages and benefits resonated with target coffee drinkers
- Surfaced website and purchase-journey friction from real in-home feedback
- Reached positioning clarity in under 10 days from ship to readout
Turn data into action, instantly
See how Highlight AI powers superior product innovation.
Real-time AI analysis that validates survey quality — giving you valid results faster than manual review.
Automatically summarizes verbatims, groups responses by relevant topics and themes in real time, scores sentiment, and lets you filter by keyword.
Builds fully visualized, customizable presentation decks in moments, complete with AI-generated qualitative summaries and key findings.
The AI summaries are incredibly valuable. Open-end responses are always the arduous part — is someone really going to read through thousands of responses? Highlight saves you that time, straight from insight to action.
Highlight’s in-app Insights include
Slice every metric by any segment — products, demographics, behaviors — with significance shading built in.
Oat milk | Vanilla | Caramel | |
|---|---|---|---|
| [5] Love it | 40% | 20% | 27% |
| [4] | 44% | 51% | 39% |
| [3] Neutral | 9% | 14% | 20% |
| Top-2 box | 84% | 71% | 66% |
The latest from Highlight
The 2025 Highlight Sustainability Report looks at year-over-year changes in the data — and how brands can build better products for people and the planet.
DownloadCost, speed, and flexibility were the blockers. Now nothing goes to market without a wear test first.
ReadSpindrift VP and Williams Sonoma alum Jon Silverman on building a better-for-you brand people love.
WatchReady to unlock high-quality insights faster?
Gain the speed, quality, and confidence you need to launch and renovate successful products.