# Research best practices

Product testing research, consumer insights, and innovation best practices from the Highlight team.

- **Feb 3, 2026**  
  **How the Highlight platform is enabling speed to insight & market throughout the product lifecycle**  
  In the last year, Highlight’s come a long way. It was a year of incredible transformation for our product research platform as we shipped hundreds of improvements and launched all new powerful capabilities purpose-built…  
  [Read article](/content/blog/how-highlight-enables-faster-quality-insights/index.html)

- **Feb 2, 2026**  
  **Quantitative Survey Questions: What it is & Examples**  
  I hope this is the first and last article you feel you need to read about quantitative survey questions. But chances are it isn’t. You’ve probably got a few tabs open already saying vaguely the same things, listing the…  
  [Read article](/content/blog/quantitative-survey-questions/index.html)

- **Feb 2, 2026**  
  **New Product Concept Validation for Success**  
  There once was a (fictional) company that tried to validate a new concept: a tasting box combining “wines of the world,” “cheeses of the world,” and “caviars of the world.” Servings would be miniscule but high-variety,…  
  [Read article](/content/blog/product-concept-validation/index.html)

- **Feb 2, 2026**  
  **7 Best AI Platforms for Research Surveys 2026**  
  The integration of Artificial Intelligence into brand research has shifted the landscape from static, weeks-long study cycles to dynamic, real-time insight generation. Modern consumer research platforms now leverage…  
  [Read article](/content/blog/best-ai-brand-research-surveys/index.html)

- **Jan 31, 2026**  
  **Most Effective Types of Qualitative Research Questions**  
  Qualitative research is supposed to help you decide what to do next. In practice, it usually does the opposite. It's more often used as a source of inspiration rather than a launchpad for action.  
  [Read article](/content/blog/types-of-qualitative-research-questions/index.html)

- **Jan 31, 2026**  
  **Spot Insights with Voices of Your Customers**  
  “Voice of Customer.” It sounds like a modern-day Oracle of Delphi—decisive yet mysterious, divine yet accessible, a source of truth that’s also a riddle.  
  [Read article](/content/blog/voice-of-customer/index.html)

- **Jan 26, 2026**  
  **Haircare consumer insights for 2026**  
  In case you missed Showcase 2025, let's take a stroll down memory lane: Back in October in our session called From Gifts to Groceries , we looked at year-over-year data asking consumers how they planned to spend (or not…  
  [Read article](/content/blog/haircare-consumer-insights-for-2026/index.html)

- **Jan 20, 2026**  
  **2026 CPG packaging trends for CPG product teams**  
  As we enter a new year of innovation in CPG, brands are entering a period of creative tension: technology is accelerating faster than ever, consumers are more value-conscious, and shelf competition is intensifying…  
  [Read article](/content/blog/2026-cpg-packaging-predictions/index.html)

- **Jan 13, 2026**  
  **Hair care brand validates product performance**  
  Key success metrics  
  [Read article](/content/blog/hair-care-brand-validates-product-performance/index.html)

- **Jan 12, 2026**  
  **New Highlight go-to-market leadership for 2026**  
  As we enter 2026, one thing is clear: the insights industry–and Highlight–are at an inflection point.  
  [Read article](/content/blog/new-highlight-go-to-market-leadership-for-2026/index.html)

- **Dec 19, 2025**  
  **Advanced market research techniques to get real insight**  
  Do basic market research methods give basic results? Are advanced techniques only available to multinationals? Is there a solid middle ground for the ambitious on a tight budget?  
  [Read article](/content/blog/advanced-market-research-techniques/index.html)

- **Dec 19, 2025**  
  **How to test concepts for execution risks, not just customer appeal**  
  Concept testing feels like a safe bet. It can help teams decide which ideas are worth fleshing out quickly, but basic concept testing has a hidden trap: it often only tells you which concept performs well in a survey,…  
  [Read article](/content/blog/how-to-conduct-a-concept-test/index.html)

## Put the research to work

Tell us what you’re working on and we’ll map the right study in a 30-minute strategy session — no commitment required.

[Book a test strategy session](/content/book-a-test-strategy-session-highlight/index.html)