Concept IQ

Concept testing is one of the most valuable (and inexpensive) investments brands can make early in the product lifecycle, particularly for new product development (NPD) and product or service innovation. It evaluates consumer reactions to a new product, service, or idea before development starts, typically using a written description or visual representation of the concept. Key areas of focus include attention-worthiness, uniqueness, how well it is expected to meet needs and purchase intention.  It can also test impact on other brands or the potential to cannibalize a client's existing offerings.

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Concept IQ helps brands assess the practicality of launching a product by providing insights into potential market acceptance. It informs the implementation plan by identifying potential barriers, validating assumptions, and ensuring alignment with consumer expectations. This process reduces the risk of launching unsuccessful products and allows brands to refine ideas based on real consumer input.

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The feedback gained from Concept IQ shapes critical aspects such as product features, pricing, positioning, and marketing strategy. This makes it a cornerstone for a successful new product Launch, enabling brands to make informed decisions and allocate resources effectively. For established brands, it helps ensure continued relevance and competitive edge, while for new brands, it provides a strong foundation before significant time and resources are invested.​​