What is concept testing and why does it matter?
Concept testing best practices help brands evaluate ideas before launch, align teams, and improve survey quality. By following these steps, you’ll reduce risk, refine concepts, and build stronger innovations.
Concept testing (also called concept validation) is a process in market research that assesses whether a new idea resonates with your target audience. It helps brands understand if a product meets consumer needs and whether people would actually buy it.
One of the greatest benefits of concept testing is that it can help predict the success of your new product ideas before you invest time and resources into building and launching them. It’s an important testing method that brands use to test and refine product ideas to reduce the risk of failure.
What are the best practices of concept testing?
1. Engage key stakeholders in the process
Involving sales, marketing, and customer service ensures concepts solve real problems and align with business needs.
Too often, concept testing is left to one team or manager. Without stakeholder input, brands risk missing key consumer pain points. By including decision-makers from the start, you ensure that concepts are realistic, customer-centered, and supported internally.
Dig Insights’ hot tip: Bring in your team’s subject matter experts during brainstorming. Not only will you have new concepts that align with customer needs, but you’ll also have a happy team that is aligned toward a common goal.
2. Keep the respondent experience simple
Survey clarity equals better results. Keep surveys short, simple, and free of jargon. Respondents are more likely to finish a survey if it’s easy to follow and takes under 10 minutes.
When surveys are too long or overly technical, people disengage, and the data quality drops. Instead, ask clear questions in plain language as if you were talking to a friend.
Dig Insights’ hot tip: Keep surveys to 5–10 minutes with concise, focused questions. A good respondent experience means more thoughtful and accurate answers.
3. Adapt to how people communicate today
Consumers live on their phones, so your testing method should reflect that. Mobile-first survey platforms increase engagement and deliver more realistic responses.
Traditional surveys feel outdated compared to the dynamic, social-media-like experiences consumers expect. A modern platform should allow swiping, tapping, and quick interactions.
Dig Insights’ hot tip: Use mobile-first tools like Upsiide’s idea screening, where people swipe left or right on concepts. This approach mirrors how they interact with content daily, keeping them engaged while delivering cleaner insights.
4. Explore different ways of presenting concepts
How you show an idea matters as much as the idea itself. Whether you’re testing packaging, features, or claims, presentation should be clear, engaging, and consistent across all concepts in a test.
For example, packaging concepts should be displayed with high-quality images that allow zooming or clear callouts. Mixing formats (e.g., video vs. photo) in the same test risks biasing results.
Dig Insights’ hot tip: Stick to one format per test to ensure fairness. So, don’t present one product concept in a video and another in a photo. This decision might negatively impact the test results.
5. Treat underperforming concepts as learning opportunities
Not every idea will shine, but even low-performing concepts provide valuable insights. Instead of discarding them, ask why they failed. Could they work with a different demographic? Would a small tweak change perceptions?
Iterative testing allows you to refine weaker ideas and compare them to top performers, unlocking fresh opportunities.
Dig Insights’ hot tip: Adjust your concepts and re-test them. You may discover hidden potential or new consumer segments.
Success Story: How AdvancedGG Used Iterative Testing to Find Winning Concepts
AdvancedGG, a producer of healthy premium energy supplements for gamers, decided to expand from powdered mixes into a ready-to-drink (RTD) canned beverage. Competing against giants like Red Bull and Monster meant they needed packaging that would stand out on crowded shelves and appeal to new demographics beyond their core gamer audience.
Working with Dig Insights and leveraging Upsiide AdvancedGG tested multiple design options. The concept test revealed three powerful insights: color blocking increased distinctiveness, contrast choices like red and blue outperformed yellow-heavy mockups, and even as a startup they could realistically compete with category leaders. Profiling also showed strong appeal among female consumers and adults 25–49, expanding their growth potential beyond the traditional male gamer market.
Through three rounds of iterative testing, AdvancedGG refined their packaging, validated that they could hold their own against industry titans, and uncovered new audience segments. Armed with evidence-based design direction, the team gained confidence to launch the RTD line with packaging that communicates their brand promise and attracts new buyers.
“Dig Insights taught my marketing and design teams to think like researchers. We adopted a smart way of thinking in which we use insights and analytics to support our decisions. This was a true learning experience for us and we can’t wait to work with Dig again.”
Richard Ng
Director of Brand Partnerships and Licensing, AdvancedGG
FAQ: Concept Testing Best Practices
What is the purpose of concept testing?
Concept testing evaluates whether new ideas meet consumer needs and reduces the risk of failed launches.
How many concepts should you test at once?
Most brands test 5–10 concepts per survey. Too many at once can overwhelm respondents.
What makes a good concept testing survey?
A clear, concise survey with simple language, consistent formats, and a duration under 10 minutes.
How is concept testing different from product testing?
Concept testing evaluates the idea before development, while product testing evaluates the finished item before launch.
Can concept testing predict market success?
Yes, when done properly, it highlights which ideas resonate most and identifies risks before investing heavily.
Lessons learned
Following these best practices ensures your concept testing delivers reliable insights, aligns teams, and drives successful innovation.