# Product research that powers product success

The Highlight Insights suite gives consumer product and retail teams the agility to drive product success, growth, and resilience across the entire product lifecycle. Test ideas and products faster, understand your shoppers more deeply, and make confident, evidence-backed decisions.

Explore — Cold brew concept test 90 / 90 in

## Flavor appeal

% rating it 4–5 after trying at home

Top-2 box  
Oat milk Winner 84%  
Vanilla sweet 71%  
Caramel 66%  
Classic black 58%  
Mocha 44%  
Oat milk leads on appeal — switch to Scorecard before you call it.

## Highlight AI

Testers reward a smooth, low-bitterness finish. Sweetness divides the room.

+Smooth finish ±Sweetness ±

**Scorecard**  
95% conf.  
Purchase intent 53% 41% 62% AB  
Taste appeal 80% B 49% 78% B

## Highlight Explore

### No more waiting for results — watch them unfold in real time

See your results the moment responses roll in. Highlight Explore is a live data playground — visualize answers, slice across products and segments, and tap Highlight AI to surface the insights, themes, and sentiment that matter most. Tell the story behind your data without waiting for the field to close.

### Highlight Explore Updating live

Top-2 box appeal  
▲ 18 pts vs control  
78% of testers rate it 4–5 after trying at home

**Crosstab — Control vs. Concept D 95% CI**  
| Metric | Control | Concept D |
| --- | --- | --- |
| Overall liking | 7.8 | 8.4 |
| Aroma | 7.1 | 7.0 |
| Aftertaste | 6.2 | 7.6 |
| Value, priced | 6.9 | 7.5 |
| Purchase intent | 54% | 62% |

## Built-in analytics

### Get to answers and decisions faster with powerful analytics

Whether you’re new to research or a seasoned expert, the Insights suite equips your team with everything they need to turn data into action. Build custom scorecards, layer in significance testing, and slice flexible crosstabs across multi-choice and scale questions.

**Penalty Analysis**  
Identifies which product attributes drag down overall liking the most — so you know what to fix first.

**Alienation Analysis**  
Pinpoints exactly where a control product loses fans to a new test product.

## Connected data

### View your connected data with multi-project dashboards

Paint the full picture of your product performance. Compare results across research projects on the same metrics — to spot winning patterns, see how variants and concepts stack up, and make stronger, data-driven decisions.

### Multi-project dashboard 3 projects

|  | Appeal | Purchase |
| --- | --- | --- |
| Spring reformulation | 74% | 53% |
| Summer line | 81% | 62% |
| Limited edition | 79% | 58% |

## Embed data and customer-centricity into your entire product portfolio

**Designed by experts**  
Access 260+ expert-designed Survey Blueprints and a searchable 250+ Question Library, so you ask the right questions to get the answers you need — tailored for category, audience, and a diverse set of business questions.

**Easy to use**  
An intuitive interface doesn’t just make launching quality tests easier than ever — it lets you re-use past surveys and audience parameters to run iterative testing and measure change as your product matures.

**Unified view**  
With all of your tests, results, and insights in one place, Highlight makes it easy to analyze, compare, and build on data collected across multiple research projects — for a complete picture of product success.

### Case study

## From product test to positioning in 10 days

Explorer Cold Brew Co. used Highlight to test four SKUs with 324 better-for-you coffee drinkers nationwide — watching message resonance, purchase drivers, and open-end themes roll in on a live dashboard as responses came back.

- Mapped which messages and benefits resonated with target coffee drinkers  
- Surfaced website and purchase-journey friction from real in-home feedback  
- Reached positioning clarity in under 10 days from ship to readout

## Turn data into action, instantly

See how Highlight AI powers superior product innovation.

### Highlight AI powers Which speeds up research by

**AI Insights Chat**  
Ask your results a question in plain English and get the answer, the numbers behind it, and a chart in seconds. It uses the numbers Highlight already calculated, never made up.

**Response quality checks**  
Real-time AI analysis that validates survey quality — giving you valid results faster than manual review.

**Open-end analysis**  
Automatically summarizes verbatims, groups responses by relevant topics and themes in real time, scores sentiment, and lets you filter by keyword.

**Instant Report generation**  
Builds fully visualized, customizable presentation decks in moments, complete with AI-generated qualitative summaries and key findings.

### Highlight’s in-app Insights include

- Crosstabs  
- AI open-end summaries  
- Instant Reports  
- Real-time dashboards (Explore)  
- Statistical significance testing  
- Multi-project dashboards

**Crosstabs**  
Slice every metric by any segment — products, demographics, behaviors — with significance shading built in.  
|  | Oat milk | Vanilla | Caramel |
| --- | --- | --- | --- |
| [5] Love it | 40% | 20% | 27% |
| [4] | 44% | 51% | 39% |
| [3] Neutral | 9% | 14% | 20% |
| Top-2 box | 84% | 71% | 66% |

**AI open-end summaries**  
Thousands of verbatims condensed into themes, sentiment, and representative quotes in seconds.  
After a week at home, testers reward a smooth, low-bitterness finish. Oat milk earns the warmest response; sweeter builds split the room.

+Smooth finish +Just-right sweetness –Too tart for some  
714 verbatims auto-themed 89% positive

**Instant Reports**  
Customizable, presentation-ready decks generated automatically, with AI summaries and key findings.

### Purchase interest

|  |  |  |
| --- | --- | --- |
| 53 | 27 | 20 |
| 60 | 27 | 27 |
| 73 | 47 | 33 |
| 20 | 40 | 40 |
| 20 |  |  |

**Statistical significance testing**  
Confidence built into every comparison, so you know which differences are real before you act.

|  | Oat milk | Vanilla | Caramel |
| --- | --- | --- | --- |
| Purchase intent | 62% BC | 41% | 48% |
| Taste appeal | 84% B | 49% | 78% B |
| Uniqueness | 33% | 80% AC | 40% |

### Multi-project dashboards

Connect data across projects to compare product performance and spot winning patterns in one view.  
#### Top-2 box appeal by project
|  | Appeal | Purchase |
| --- | --- | --- |
| Spring reformulation | 74% | 53% |
| Summer line | 81% | 62% |
| Limited edition | 79% | 58% |

## Insights suite questions

1. **How fast can I see results after a product test launches?**  
Highlight Explore is a live data playground — responses show up the moment they roll in, so you can visualize answers, slice by segment, and tap Highlight AI for themes without waiting for the field to close.

2. **What analytics does the Highlight Insights suite include?**  
The Highlight Insights suite includes crosstabs with significance shading, custom scorecards, Penalty Analysis, Alienation Analysis, and statistical significance testing — everything from a first read to a deep dive lives in one suite.

3. **Can I compare results across multiple research projects?**  
Yes — Highlight’s multi-project dashboards connect data across studies on the same metrics, so you can spot winning patterns and see how variants and concepts stack up over time.

4. **How does Highlight AI help with open-ended survey responses?**  
Highlight AI condenses thousands of verbatims into themes, sentiment, and representative quotes in seconds, and lets you filter by keyword — so no one has to read every response by hand.

5. **Can you generate a presentation-ready report automatically?**  
Yes — Highlight’s Instant Reports build fully visualized, customizable decks in moments, complete with AI-generated qualitative summaries and key findings.

## The latest from Highlight

**Insights report**  
See how consumer preferences have evolved. The 2025 Highlight Sustainability Report looks at year-over-year changes in the data — and how brands can build better products for people and the planet.

**[Download](/content/highlight-sustainability-consumer-report-2025/index.html)**

**Case study**  
How Hanes built wear testing into their product innovation cycle. Cost, speed, and flexibility were the blockers. Now nothing goes to market without a wear test first.

**[Read](/content/blog/hanes-brands-highlight-case-study/index.html)**

**On-demand webinar**  
Highlight Spark: how Spindrift drives high-impact innovation. Spindrift VP and Williams Sonoma alum Jon Silverman on building a better-for-you brand people love.

**[Watch](/content/highlight-spark-spindrift-innovation/index.html)**

## Ready to unlock high-quality insights faster?

Gain the speed, quality, and confidence you need to launch and renovate successful products.