We believe great products shouldn’t be built on hunches – they should be built on honest, clear, and fast consumer feedback. That’s why brands come to Highlight for concept testing as a better way to validate early ideas, eliminate the noise, and help brands move forward with confidence.

Whether you're testing an initial sketch or a polished design, Highlight makes concept testing fun, frictionless, and instantly useful for insights, innovation, R&D, and marketing teams alike. With a purpose-built platform, engaged testers, and expert-crafted study design, we help our customers spot the winners, kill the duds, and create products people love.

**Key Questions Addressed**

- What concept rises to the top?
- Which idea should we move forward into development?
- What ideas rise to the top vs fall to the bottom to continue exploring?
- Does my idea outperform my key competitors’, and are there opportunities for improvement?
- How do each of these concepts perform / contribute to my overall product line?

**Common Outcomes**

- Winning concept design between multiple options
- Opportunities for improvement in overall design, messaging, claims, etc.
- Strongest / weakest performing concepts in a product lineup

**Methodology Guide**

**Quick Hits**

- Quantitative
- Participants each rate 1 concept (Monadic)
- N=100+ per concept recommended
- ~1-2 weeks turnaround (no product sent)

Typical audience: category purchasers or Gen Pop.

_For more information on designing your audience and sample size, see_ **[here](/content/help/audience-sample-size/index.html)** _._

**Standard Inputs (Highlight Blueprint)**
- Appeal
- Comment on Likes
- Comment on Dislikes
- Believability
- Uniqueness
- For You
- Agreement: Addresses a Need / Desire
- Value, Priced
- Purchase Intent, Unpriced
- Comment on Factors Influencing Purchase
- Comment on Suggestions to Improve

_\+ Can add from any of our available / recommended questions and/or write your own_

Stimuli: must be image-based (i.e. concept image, packcept image, or benefit statement in an image).

**Standard Outputs**

- Scorecard of metrics included in your survey + statistical significance testing
- Summary of key themes that emerge from open-ended questions
- Data visualization for all survey questions
- Crosstabs with customizable banners + statistical significance testing
- Van Westendorp Pricing module and analysis can be added on (see **[here](/content/help/van-westendorp-pricing/index.html)** for more details)

For more details on setting up and designing concept tests, see **[here](/content/help/concept-tests/index.html)**.

_Reach out to your Customer Enablement rep if you have any questions about leveraging Highlight for this use case!_

Still need help? [Browse the Help Center](/content/help/index.html).