Concept testing questions, and the tool that runs them.
Start from a question bank you can use as written — first impression, comprehension, appeal, uniqueness, purchase intent, price. Then let an AI moderator ask the follow-up you would have asked.
Concept testing questions you can use as written.
Nineteen questions, grouped the way a concept test actually runs: react first, then explain, then commit. Ask them in this order, cut the groups you do not need, and replace the bracketed placeholders with your own product and category.
First impression
Ask before anything else, while the reaction is still unfiltered.
- 1What is your first reaction to this? Write whatever comes to mind, even if it is only a few words.
- 2In one sentence, how would you describe this to a friend?
- 3What is the first thing you noticed?
Comprehension
A concept that tests badly is often just a concept nobody understood.
- 4In your own words, what does this product do?
- 5Who do you think this is for?
- 6Is there anything here that is confusing, unclear, or hard to believe?
Appeal and relevance
Separate "I like it" from "it solves something I actually have".
- 7How appealing is this to you? (1 = Not at all appealing, 5 = Extremely appealing)
- 8How well does this fit a need you actually have? (1 = Not at all, 5 = Extremely well)
- 9What, if anything, would you change about it?
Uniqueness
Differentiation is relative, so always anchor it to a real alternative.
- 10How different is this from other [category] options you have seen? (1 = Very similar, 5 = Very different)
- 11What would you most likely buy or use instead of this?
- 12What makes it different, in your own words?
Purchase intent
The commitment question. Ask it after comprehension, never before.
- 13How likely would you be to buy this the next time you shop for [category]? (1 = Definitely would not buy, 5 = Definitely would buy)
- 14What would have to be true for you to buy it?
Price
The four Van Westendorp price-sensitivity questions, asked in order.
- 15At what price would this be so expensive that you would not consider buying it?
- 16At what price would this start to feel expensive, but still worth considering?
- 17At what price would this feel like good value for the money?
- 18At what price would this be so cheap that you would question its quality?
Monadic, sequential monadic, or comparative?
Monadic means each respondent sees one concept and answers the full battery about it. Cleanest read, no order effects, no cross-contamination — and the most respondents, because each concept needs its own group.
Sequential monadic means each respondent sees several concepts one at a time, answering the full battery about each before moving on. Far cheaper, and usually the right default for three to five concepts — rotate the order so position does not become the finding.
Comparative means showing concepts side by side and asking which one wins. It is the fastest way to rank, but it tells you the order, not whether anyone wanted any of them. Pair it with a monadic rating on the finalists before you commit.
You can’t ship every option. And the room never agrees on the favorite.
Designers keep reviews short and stakeholders happy by picking "the one that feels right." That instinct is fast — but it’s expensive when you’re wrong: a brand refresh that doesn’t land, packaging that disappears on the shelf, an ad that converts worse than the one before it.
Concept testing fixes this. The old way takes weeks, an agency, and a budget you don’t have. We built it so you can run one before lunch.
“Stakeholders never agree on the favorite. So we let respondents decide.”
Three phases. One flow.
Each phase answers a different question. Together, they tell you which concept wins, why, and how confident you can be.
Explore
Find the strong contenders.
Respondents pick winners head-to-head. The AI generates more variants like the ones that lead.
Converge
Hear why they chose what they chose.
An AI moderator runs a short discussion — text, voice, or video. You read the themes, not 200 transcripts.
Final
Score the finalists.
Rate the winners on the metrics that matter — purchase intent, appeal, brand fit. Confidence intervals included.
Put your next concept to the test.
Start with a packaging, product, or advertising questionnaire, then adapt the questions to your concepts.
Pairwise comparisons. Smart sampling.
Two concepts. Pick one. Three pairs per respondent — fast for them, decisive for you.
The system picks the most uncertain comparison first — sharper signal, fewer questions.
- Three pairs per respondent — never repeated
- Optional reason per vote
- Smart pair selection — most informative first
- Winners seed the next round
Which concept do you prefer?
What drew you to this one? (optional)
Find out why — without reading 200 transcripts.
Respondents rank their top picks, then have a short AI-moderated conversation about why.
The moderator is briefed — so it probes for emotion, not jargon. You get themes, quotes, and a highlight reel.
Rank these concepts — tap in order (best first)
Score the finalists. Defend the call.
Each respondent sees the top finalists one at a time and rates them on the metrics that matter — purchase intent, appeal, brand fit, and more. No forced comparison, no fatigue.
Pick a battle-tested rubric or build your own. Out the other end you get mean scores, 95% confidence intervals, and segment-level breakdowns — the evidence stakeholders actually accept.
Standard FMCG
- Purchase Intent
- Appeal
- Uniqueness
- Brand Fit
Brand Refresh
- Modernness
- Premium Feel
- Emotional Resonance
- Brand Fit
Packaging
- Shelf Appeal
- Premium Feel
- Purchase Intent
- Uniqueness
Custom
- Define your own metrics and scale
5- or 7-point scales · confidence intervals · segment-level breakdown
The artifacts that win the room.
Winners by segment
See what wins for everyone — and what wins for the segment you actually care about.
Confidence intervals
Every metric, every score, with the bounds. So nobody asks "but how sure are you?"
Evolution timeline + video reel
Watch the concept journey across rounds. Pull the best 30 seconds of reactions for your stakeholder readout.
Test any kind of concept.
Or describe your own — the brief editor adapts.
Built for the people who own the call.
Run a concept test that actually decides.Your first study is free.
Two minutes to set up. Twenty free responses every month. No credit card. No sales call unless you ask for one.