Concept testing and product optimization is about evaluating product/service ideas in different stages of their development. It is also used to understand how to reposition and optimize existing products/services. The ultimate goal of Concept Testing and Product Optimization is to allow companies to make informed “go” or “not go” decisions and thus save capital, time and effort.


How Do We Do it?

We combine qualitative and quantitative methods when testing early product ideas, full-blown concepts of products/services, or add-on features to existing product/services.

How Do We Do it?


Qualitative methods can be used to explore perceptions, generate ideas and give directions for fine-tuning product concepts. Among the methods we use are:

  • Focus Groups (online and offline
  • One-on-One interviews (online and offline)
  • Creative exercises as part of ethnographic research, diaries, bulletin boards, etc.


Quantitative data collection and analysis techniques are used to assess viability, key benefits, message points, and ultimately identify a winning product/service idea. Some of the methods we use are:

  • Monadic Concept Testing
  • Sequential Concept Testing
  • Maximum Difference Scale (MaxDiff)
  • Conjoint Analysis
  • TURF Analysis

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