Spot untapped market opportunities before your competition does
Our white space opportunity tool combines advanced analytics with consumer insights to help you identify, validate, and prioritize market gaps that drive revenue growth.
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Trusted by innovative brands across food & beverage, personal care, household products, and more.

WHERE DATA MEETS UNTAPPED MARKET POTENTIAL
Industry-leading white space opportunity identification tool
Spot emerging opportunities early with advanced analytics that detect market signals before they become obvious to competitors.
Validate opportunities with real consumer data instead of relying on assumptions that could derail your product launch timeline.
Turn white space insights into actionable business cases with clear recommendations that align with your company's strategic goals and capabilities.
WHY MARKET LEADERS CHOOSE HIGHLIGHT FOR WHITE SPACE DISCOVERY
Our platform helps reveal market gaps, test viability with real consumers, and guide strategic investment decisions
Consumer validation at scale
Test your white space hypotheses with targeted consumer panels representing your exact market segments. Our platform recruits and manages participant groups, designs validation studies, and delivers statistically significant results in days rather than months. You'll know with confidence whether an opportunity is worth pursuing before you invest development resources.


Rapid prototype testing & iteration
Turn concepts into testable prototypes and gather real consumer feedback within weeks. Our streamlined testing process lets you evaluate multiple product variations simultaneously, identifying which features resonate most with your target audience. Refine your product direction based on actual consumer preferences before committing to full-scale development.
Sensory & usage experience analysis
Go beyond basic preference testing with comprehensive sensory evaluation and real-world usage studies. Our IHUT methodology captures how consumers actually interact with products in their natural environment, revealing insights about texture, functionality, and daily integration that lab testing can't provide. Understand the complete consumer experience from first touch to repeat purchase intent.

Getting started is simple

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

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

Collect & analyze
Gather feedback through our platform and transform data into actionable insights.
Discover hidden revenue growth potential
Market Gap Analysis
Pinpoint specific unmet consumer needs within your category through comprehensive data analysis. Get clear direction on where to focus your R&D efforts instead of guessing what consumers might want.
Category Expansion Planning
Evaluate adjacent categories where your brand could naturally extend its reach. Assess market size, competition levels, and consumer receptivity before committing resources to new product lines.
Price Point Validation
Test whether consumers will pay premium prices for specific features or benefits in underserved segments. Avoid the costly mistake of developing products that consumers want but won't pay for.
Launch Timing Analysis
Determine optimal market entry timing by analyzing consumer readiness and competitive landscape shifts. Enter markets when conditions favor success rather than fighting uphill battles against unfavorable timing.
Start identifying white space opportunities for your brand
Stop second-guessing opportunities and get the data you need to confidently identify white space that actually converts to revenue.
Explore All our Solutions
Common Questions
Our approach combines agile ethnography, concept testing, category exploration, and consumer usage pattern analysis to pinpoint exactly where your competitors aren't meeting customer demands. Unlike traditional methods that can take months to complete, Highlight delivers actionable insights in approximately 3 weeks from recruit to final results. With our highly selective community (only 48% acceptance rate), you get reliable data with just 1-2% junk responses compared to the industry average of 30%.
This speed, accuracy, and depth means you can identify and act on white space opportunities before competitors even begin their research.
We achieve 90%+ completion rates because participants actually use and evaluate products in their natural environment. Our community has validated over 260,000 products, so you can trust their judgment on what works.
Real-world testing helps you avoid expensive mistakes. You'll know if your white space opportunity has genuine potential before you invest in development.
With insights delivered in roughly 3 weeks, you can quickly assess multiple opportunities without the months-long delays of traditional research methods.
- Functional gaps where existing products don't fully solve consumer problems
- Emotional needs that current brands fail to address authentically
- Usage occasions where no products are specifically designed for the context
- Demographic segments underserved by current market offerings
- Channel opportunities where products aren't available through preferred shopping methods
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