Concept testing platform & tools
Concept testing built for CPG—digital pulses and in-home validation with real consumers, decision-ready in days.
Built for innovators. Loved by product teams. Trusted by leading brands.
Concept testing platform & tools
Highlight’s Scorecard surfaces top-performing concepts automatically, with statistically significant differences against your key metrics.
Open-end analysis summarizes qualitative feedback into themes and sentiment per concept, so you know why one idea outperforms another.
Explore and Crosstabs let you compare concepts in real time and filter by any consumer segment.
What Highlight’s concept testing platform includes
Concept testing tools for digital pulses and full in-home validation on one platform—with the recruitment, logistics, and category consumers CPG teams need to move from an idea to an in-context test.
- Concept testing tools for digital pulses and full in-home validation on one platform
- Side-by-side concept screening with Scorecard, MaxDiff, and TURF
- Bridge from concept testing to IHUT without switching vendors or audiences
From quick pulses to full validation
Don’t wait for a physical product. Select your target demographic, program your survey, and wrap up data collection in as little as 48 hours with Highlight’s community and live dashboards.
Which flavor wins? MaxDiff testing. Which 3 SKUs reach the most consumers? TURF analysis. Which packaging design resonates? Idea screening. Answers within days, not months.
Follow concept testing with in-context physical product testing to validate product-concept fit — then generate a presentation-ready report with a single click.
How LOLA listens to their consumers using Highlight AI
- New packaging research powered LOLA’s DTC-to-retail push
- Quantitative and qualitative feedback delivered in 7 days from survey finalization
- Articulate respondents averaged 14-word open-end responses
- AI summaries cut the time from insight to action
AI summaries are incredibly valuable. Having that done for you reduces the time from insight to action.
Getting started is simple
Define your objectives, create your survey, and set parameters for your ideal testers.
We handle recruitment and distribution to get your products into the right homes.
Feedback streams into the platform and becomes actionable insight as it arrives.
What concept testing tells you
How excited is your target audience — and is there a market?
Which elements consumers value most, so development focuses there.
The value consumers associate with the concept before you set pricing.
What confuses or frustrates — caught early enough to fix.
Common concept testing questions
What are the best concept testing platforms for CPG?
The best concept testing platforms for CPG combine fast digital screening with in-home validation, category-specific recruitment, and logistics for physical products. Highlight covers both—pulse surveys in as little as 48 hours and full in-context tests in about 3 weeks, on one platform with one audience.
What is the difference between concept testing tools and platforms?
Concept testing tools often mean survey modules or dashboards for screening ideas. Concept testing platforms add recruitment, study design, analysis, and—for CPG—sample fulfillment so you can move from digital concepts to physical product without switching vendors.
How does concept testing reduce risk?
It identifies weak ideas early, so you focus investment on winning concepts instead of launching unviable products — for example, learning a premium snack bar reads as too expensive for its audience before full production.
How fast can I test a concept?
Digital concept tests return results in just a few days; studies involving physical product run about 3 weeks from recruit to insights.
How reliable is the feedback?
Surveys achieve a 90%+ completion rate with only 1–2% junk data versus the ~30% industry average — and the community has tested over 260,000 products.
What’s the difference between concept testing and product testing?
Concept testing happens in the idea phase, gauging interest in ideas, features, or designs before development. Product testing evaluates a finished or near-finished product.
Further reading
Related use cases
See all use casesReach thousands of pre-vetted consumers with expert-built surveys for fast, reliable insights that guide product decisions.
Turn prototype insights into market-ready products. Catch design flaws early and accelerate your innovation cycle.
Get honest consumer reactions to your packaging concepts. Test appeal, functionality, and shelf impact before production.
Choose faster innovation today
See why brands like Nestlé, Colgate, and Pepsi trust Highlight to find their winning concepts.