Updated: October 6 2025
What is Concept Testing?
Concept testing is a research process where new product concepts are evaluated by real consumers before launch. Concepts are usually presented in a way that reflects how they’ll appear in the market, and the goal is to measure appeal, relevance, and potential to drive choice.
Your number one priority when designing a concept board is to ensure it’s truly representative of what consumers will experience. If it’s not on the front of the pack or something you would actually say in a paid social ad, don’t include it. To generate results that are predictive of in-market performance, you need to test what you genuinely plan to execute in market.
Patrick Lambert
SVP of Customer Success and Commercial Intelligence at Dig Insights
Why Do QSR Brands Need a Concept Testing Platform?
Here’s why it’s a must-have for QSR brands:
1. You’ll get a better grasp of your guests’ preferences
Concept testing gives you direct feedback on how customers react to new menu items, flavor profiles, claims (like “plant-based” or “high protein”), or limited-time offers.
2. You’ll future-proof your menu strategy
Testing menu innovations before rolling them out at scale helps you avoid the cost and reputation damage of a failed launch. Concept testing helps you confidently green-light only the ideas that are likely to succeed.
3. You’ll identify winners faster
Speed matters in QSR. With the right platform, you can test dozens of new ideas at once and quickly spot which ones are most likely to grow basket size, drive trial, or bring in new customers.
6 Best Concept Testing Platforms for QSR Brands in 2025
1. Upsiide
Best for: Identifying incremental menu innovation that drives visits or boosts check size
Why QSR brands love it: Upsiide, built by the insights experts at Dig Insights, is purpose-built for innovation. It doesn’t just tell you what’s popular. It tells you what’s incremental. The platform tests new menu items in context with your existing offerings and even competitor menus, helping you spot opportunities to grow visits or ticket size without adding operational complexity.
Standout features:
- QSR-specific templates: Screen and optimize new items, flavors, claims, comms, or bundles
- Behavioral testing interface: Guests “swipe” to like or dislike items, just like they scroll menus in real life
- Market Simulator: Patented tool that models share of choice, cannibalization, and incrementality
- AI Idea Generator: Generate fresh ideas based on trends, past hits, or your own strategy
- Scalable testing: Evaluate up to 50 items in one study—with no per-concept pricing
Ideal for:
- Innovation teams testing new menu items or flavor extensions
- Marketing leads evaluating claims, naming, or value bundles
- Strategy and ops teams looking to align on innovations that truly add value
2. Remesh
Best for: Real-time digital focus groups at scale
Why QSR brands use it: Remesh uses AI to facilitate live, text-based discussions with hundreds of participants at once—allowing you to test ideas, refine messaging, and surface sentiment instantly.
3. Attest
Best for: Global QSR brands looking for scale and simplicity
Why QSR brands use it: Attest offers easy access to 100M+ consumers across 49 markets, making it a go-to for global foodservice brands testing menu ideas, messages, and positioning in multiple countries.
4. Zappi
Best for: Scalable, normed concept testing for menu and campaign ideas
Why QSR brands choose it: Zappi is a strong fit for enterprise QSR brands that run high volumes of creative, menu, or value platform testing. With access to historical benchmarks and repeatable frameworks, Zappi helps teams validate ideas and optimize performance across multiple launches.
How to Choose the Right Concept Testing Platform for Your QSR Brand
1. Test in context, not in a vacuum.
Your guests don’t choose menu items in isolation. They compare new items to what’s already on your menu and what your competitors are offering. Choose a platform that allows you to test new ideas alongside current menu items and competitive benchmarks. This helps you spot real opportunities for incremental growth, not cannibalization.
2. Prioritize behavioral realism.
Traditional surveys can’t capture how people make food decisions. Guests scan menus, swipe through app deals, and make snap judgments. Look for a platform with a mobile-first, intuitive interface that reflects real-world behavior. This leads to more accurate and predictive data.
3. Balance automation with expert support.
You want speed, but you also need flexibility. The best platforms offer DIY tools for rapid testing and strategic support when things get more complex, like custom audiences, regional segmentation, or advanced analytics.