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Why Highlight What's Included
Response monitoring - Alienation analysis

Highlight makes everyone a research pro

Learn more
Response monitoring - Alienation analysis

Highlight makes everyone a research pro

Learn more
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Make idea screening decisions based on real consumer behavior, not hunches

Skip the guesswork and validate product ideas with authentic feedback from your target audience in their natural environments.

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Interested in becoming a product tester?

Learn more about how to join the exclusive community of Highlighters.

ACCELERATE IDEA SCREENING WITH PRECISION INSIGHTS

Reduce innovation risk with comprehensive idea management that reveals hidden concept flaws early

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Screen hundreds of concepts rapidly using advanced analytics that reveal which ideas have genuine market potential.

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Integrate with your existing R&D workflow to maintain momentum while improving decision quality.

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Access real-time consumer feedback that goes beyond traditional surveys to capture authentic purchase intent.

WHY R&D TEAMS CHOOSE HIGHLIGHT FOR IDEA MANAGEMENT

We deliver reliable screening data in weeks, not months, so you can move promising ideas to development faster

Rapid concept validation

Get clear consumer signals on your product ideas within days. Our proven screening methodology quickly identifies which ideas resonate with your target audience and which ones will struggle in the market. You'll make confident investment decisions based on real consumer response, not internal assumptions.

Rapid concept validation
Clear prioritization metrics

Clear prioritization metrics

Receive straightforward scores and rankings that make concept selection obvious. Our screening reports highlight purchase intent, uniqueness ratings, and problem-solution fit scores in easy-to-digest formats. Your team can quickly identify the top 2-3 ideas worth further investment without drowning in complex data analysis.

Integrated product development workflow

Connect screening results directly to your existing product development process through detailed consumer insights and next-step recommendations. Use Highlight’s survey blueprints and automated analytics to get specific feedback on packaging, pricing, and positioning to guide your development team's decisions. You'll move from screening to development with clear direction, not just approval.

Integrated product development workflow
Yolele

How Yolélé used idea screening to prioritize three fonio product concepts

  • Energy bars and cheese puffs outperformed plant-based milk in consumer appeal testing, giving clear direction on which concepts to develop first
  • Consumer education gaps were identified early - while "ancient African grain" caught attention, consumers needed more product information before purchase
  • Quantitative scores aligned with qualitative feedback - high-scoring concepts received positive responses for being allergen-free and nutrient-dense
  • Results supported partnership discussions with manufacturers by demonstrating proven consumer demand for specific product categories

Getting started is simple

Design your test

Design your test

Define your objectives, create your survey, and set parameters for your ideal testers.

We ship your products

We ship your products

We handle recruitment and distribution to get your products into the right homes.

See your data instantly

See your data instantly

Gather feedback through our platform and transform data into actionable insights.

Idea management use cases for faster, more accurate product insights

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Early concept testing

Identify winning product concepts before investing in expensive development cycles. Screen multiple ideas simultaneously to focus resources on concepts with the highest market potential, reducing time-to-market and development costs.

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Consumer preference analysis

Understand what drives purchase decisions by testing product attributes that matter most to your target audience. Gather reliable feedback on taste, texture, packaging, and price points to guide formulation and positioning strategies.

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Competitive response planning

Evaluate how your new product ideas perform against existing market leaders through controlled comparison studies. Identify differentiation opportunities and potential market gaps before competitors can respond to your innovations.

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Formula optimization testing

Refine product formulations by testing variations with real consumers in authentic usage scenarios. Compare ingredient alternatives, flavor profiles, or texture modifications to perfect your final product before production scaling.

See Highlight in action

Watch how leading CPG brands are leveraging Highlight's platform to transform their product testing process, capture authentic consumer insights, and bring winning products to market faster.

Ready to find out which product ideas are winners?

Our idea management tool connects you with real consumers who provide honest feedback, so you can confidently move forward with concepts that align with market demand.

Common idea screening questions

What exactly is idea screening and why do I need it? A: Idea screening is the process of evaluating and filtering your product concepts early in development to identify which ones have the best chance of market success. It saves you from investing time and money in concepts that consumers won't actually buy. Think of it as a quality filter for your innovation pipeline—you're separating the diamonds from the rough before you start spending serious development dollars.
What's the difference between idea screening and concept testing? A: Idea screening is broader and happens earlier—you're evaluating multiple concepts to see which ones deserve further development. Concept testing is deeper and more focused, where you take your winning ideas from screening and dive into detailed feedback on specific elements like messaging, features, or positioning. Think of screening as the first cut and concept testing as the deep dive. 

Highlight's customer insights platform supports both approaches, so you can move from screening multiple concepts to testing your winners in more detail with the same consumer panel.
How can idea screening software help me identify the most promising product concepts early in development? A: Idea screening software filters new product concepts against market criteria and consumer interest to select the most viable ideas before significant resources are invested. 

Highlight's idea management capabilities connect you with a highly curated community of 260,000+ consumers who have helped improve products across most major CPG industries.
What makes idea screening data reliable enough to base product development decisions on? A: The quality of your screening data depends entirely on who provides the feedback and how rigorously they're vetted. Highlight maintains a community acceptance rate of only 48%, using red herring questions and additional screening to verify demographic and psychographic accuracy. While typical quantitative surveys discard 30% of responses as junk data, Highlight's rigorous filtering process reduces this to just 1-2%. 

Our Highlighters undergo continuous quality monitoring and have collectively answered thousands of questions across diverse product categories. This means your screening decisions are based on thoughtful, verified responses rather than rushed or inaccurate feedback that could mislead your development strategy.
How can I make sure my idea screening reaches the right target consumers? A: Highlight's community spans diverse demographics and psychographics, allowing us to engage super niche audiences with incidence rates as low as 3%. Our screening process goes beyond basic demographics to verify lifestyle, usage patterns, and category involvement. With a 90%+ completion rate, you can be confident that your target consumers will actually participate and provide complete feedback. 

This precision targeting means your screening insights reflect the real market you're trying to reach, not just general consumer opinions.