# Validate product concepts faster

Proven innovation testing methods that uncover opportunities early — and make sure your products perform at launch.

## Product innovation solutions

### Highlight AIFinding

The functional-benefit angle reads as genuinely new.

- +28 pts appeal lift
- 68% unique

### Innovation funnel

| Ideas | Concepts | Tested | Winner |
|-------|----------|--------|--------|
| 48    | 12       | 4      | 1      |

1 winner, validated in 3 weeks

Built for innovators. Loved by product teams. Trusted by leading brands.

## Smarter product decisions with authentic consumer validation

### Real-world validation

Test concepts in real-world conditions with authentic consumer feedback, not internal assumptions.

### Stronger product-market fit

Turn consumer insights into strategies that sharpen positioning and fit.

### Faster launches

Streamlined testing built for innovation pipelines keeps your timeline on track.

## How Highlight does it

### Consumer insight at every step, from spark to shelf

1. **Real-time consumer feedback**  
   Get actionable insights from real consumers in days, not months, to keep your innovation pipeline moving.
2. **Actionable analytics for confident decisions**  
   Turn complex feedback into clear direction with data that reveals patterns, preferences, and market opportunities.
3. **Adaptable testing across any category**  
   Validate snacks, beverages, personal care, apparel, footwear, durables, and more — with protocols tailored to your product and your consumers.

## Case study · SnackFutures by Mondelēz

### How SnackFutures transforms product ideas into market success

- Recruit filled in under 2 days with targeted better-for-you snack purchasers
- 98% survey completion, with live feedback within 3 days of product receipt
- Recipe and messaging adjustments identified in under 10 days from test launch
- Insights across flavor profiles, ingredient balance, and sourcing messages

**“Gives product testing a fresh look and feel that was missing in the industry — with fast turnaround and a pragmatic approach.”**  
**Barbara Schandl**  
Insights Lead at SnackFutures (Mondelēz)

## Getting started is simple

1. **Design your test**  
   Define your objectives, create your survey, and set parameters for your ideal testers.
2. **We ship your products**  
   We handle recruitment and distribution to get your products into the right homes.
3. **See your data instantly**  
   Feedback streams into the platform and becomes actionable insight as it arrives.

## Validate products and ensure market readiness

### Early concept testing

Find the concepts with the strongest market potential before development begins.

### Formula optimization

Test variations to pinpoint the attributes that drive preference and purchase intent.

### Package design validation

Understand shelf appeal, usability, and brand communication before committing.

### Claims substantiation

Back marketing messages with tested, trusted consumer evidence.

## Common product innovation solutions questions

- **How do I validate concepts without risking market failure?**  
  Test before major investments. Highlight’s vetted community delivers 98% reliable data and 90%+ completion rates, with insights in about 3 weeks — fast enough to refine and launch with confidence.
- **How do I capture real-world feedback to guide innovation?**  
  In-home usage testing is the gold standard: consumers use products in their natural environments, capturing genuine usage patterns and performance insights.
- **Can I test with highly specific audiences?**  
  Yes — advanced screening reaches niche segments traditional research misses, down to a 3% incidence rate, from allergy-conscious parents to lifestyle-specific users.
- **Can consumers be involved throughout development?**  
  Co-creation brings real consumers into your innovation journey — iterative feedback on features, messaging, and positioning that reduces risk and accelerates refinement.

## Gather insights that actually predict market success

Stop guessing about consumer preferences — make confident product decisions backed by your target audience.