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Why Highlight

Streamline research with the only in-home product testing platform that provides full visibility from recruit to data-set.

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What's Included

Highlight streamlines everything from recruit to data set, including all the logistics of getting your product to your target customers, whether they are cat-owning millennials or women over 50 in California with oily skin looking for retinol.

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Streamline qualitative research with in-depth interview software

Get detailed consumer opinions through one-on-one remote interviews that reveal the "why" behind their choices. Our IDI platform captures authentic, unfiltered feedback on your products from real consumers in their natural environments.

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TURN CONSUMER CONVERSATIONS INTO CONFIDENT LAUNCHES

Bridge the gap between quantitative data and qualitative understanding with comprehensive interview analysis
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Replace outdated focus group methods with dynamic in-depth interviews that capture genuine consumer behavior and emotional responses in real-world contexts.

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Make confident go/no-go decisions backed by rich qualitative data that reveals not just what consumers think, but why they think it—giving you the depth needed for successful product positioning.

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Eliminate geographic limitations and recruit your exact target audience from anywhere, giving you access to niche consumer segments that traditional research methods can't reach.

WHERE QUALITATIVE RESEARCH MEETS AI-POWERED CONSUMER INSIGHTS

We help you gather genuine consumer feedback, spot critical patterns, and launch products consumers actually want

Real-time interview monitoring

Watch interviews as they happen and send suggested follow-up questions to moderators in real-time to dig deeper into unexpected insights. Never miss important moments or forget to explore interesting tangents that could reveal breakthrough product opportunities. Your team can collaborate with the moderator during live sessions, taking notes and flagging key moments for later review.
Real-time interview monitoring
Flexible participant recruitment

Flexible participant recruitment

Access pre-screened consumer panels or upload your own participant lists to find exactly the right people for your research needs. Whether you need busy parents who use organic baby food or fitness enthusiasts who drink protein shakes, our recruitment tools help you connect with your precise target audience. Built-in scheduling and reminder systems ensure high show-up rates and smooth interview logistics.

Consumer journey mapping

Visualize exactly how participants interact with your products from first impressions to repeat usage with timeline-based interview analysis. Capture key moments, pain points, and emotional highs and lows throughout the consumer experience. You'll see clear patterns across quantitative surveys and in-depth interviews that reveal optimization opportunities and help prioritize which touchpoints need the most attention.
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Cat Litter Testing

How a cat litter brand used in-depth interviews to validate a new product concept

  • Deep consumer insights delivered through 10 video submissions and 5 in-depth interviews to inform fragrance and packaging decisions
  • 100% survey completion rate across 21 product samples tested nationwide
  • Formula adjustments identified in less than 10 days from test launch
  • Comprehensive feedback captured through multiple touchpoints including point-of-pour verbatims and 7-day trial surveys

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.

Use cases for IDI software
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Product concept validation

Get deep insights into how consumers really feel about your new product ideas before you invest in development. IDI software lets you explore emotional reactions, usage scenarios, and purchase motivations that surveys simply can't capture.

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Packaging design feedback

Understand how consumers interact with your packaging in real-world settings and what drives their purchase decisions at shelf. Through one-on-one interviews, you can see exactly how they hold, read, and interpret your package design elements.

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Competitive analysis research

Discover what consumers really think about your competitors' products and identify gaps in the market you can exploit. IDIs reveal authentic comparisons and switching behaviors that focus groups often miss due to social pressure.

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Post-launch performance analysis

Understand why your product is or isn't meeting sales expectations through honest consumer conversations. These interviews reveal real barriers to purchase, usage issues, and opportunities for repositioning or improvement.

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.

Start capturing authentic insights in 1:1 interviews with real customers

Build products consumers actually want by understanding their real-world usage patterns and emotional triggers through in-depth conversations.

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Common in-depth interview questions
What exactly are in-depth interviews and how do they work? A: In-depth interviews are one-on-one conversations between a trained moderator and a consumer, typically lasting 30-60 minutes. Unlike surveys or focus groups, IDIs allow for deep exploration of individual thoughts, feelings, and behaviors without the influence of other participants. The moderator can follow interesting tangents and ask probing questions to understand the "why" behind consumer responses. Modern IDI software makes these interviews easy to conduct remotely while still capturing authentic insights.
How are IDIs different from focus groups? A: IDIs eliminate the group dynamics that can skew focus group results—no dominant personalities, peer pressure, or groupthink affecting responses. You get pure, unfiltered opinions from each participant rather than consensus-driven answers. IDIs also allow for much deeper exploration of sensitive topics or personal experiences that people might not share in a group setting. The one-on-one format creates a more comfortable environment for honest, detailed feedback.
What features should I look for in IDI software to gather accurate consumer insights? A: Look for software that offers real-world testing environments, rigorous participant screening, and comprehensive analytics capabilities. Highlight's platform includes IHUT, sensory evaluation, concept testing, and prototype testing—all conducted with our highly vetted community where only 48% of applicants are accepted. Our screening process uses verification questions and demographic checks to filter out unreliable participants, resulting in data quality that's better than typical survey platforms.
What are the main limitations of IDI research? A: IDIs provide deep qualitative insights but can't give you statistically projectable data about your broader market—you'll need quantitative research for that. Individual interviews also can't capture group dynamics or social influences that might affect real-world behavior. Some participants may not be fully self-aware of their motivations or may give socially desirable answers even in one-on-one settings. IDIs work best when combined with other research methods rather than used in isolation, which is why Highlight's platform integrates IDIs with quantitative surveys, concept testing, and product trials to give you both the "what" and the "why" behind consumer behavior in a single study.
What types of consumer testing can in-depth interview software support for CPG development? A: Comprehensive IDI software should support the full spectrum of consumer research methods your team needs throughout product development. Highlight's platform covers essential testing areas including:
  • Pre-launch validation: Concept testing, prototype testing, and claims substantiation
  • Sensory evaluation: Product taste testing, package testing, and functional testing
  • Market positioning: Message testing, competitive usability testing, and differentiation strategy
  • Post-launch optimization: Efficacy testing, sentiment analysis, and longitudinal studies
Our platform has helped improve over 260,000 products across categories from food and beverage to personal care and pet products. Each testing method uses our rigorously screened community to ensure you receive high-quality, actionable feedback that directly informs product decisions.

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