Concept testing questions, and the tool that runs them.
Start from 18 questions you can use as written, covering first impression, comprehension, appeal, uniqueness, purchase intent and price. Then run them here, where an AI moderator asks each respondent why.
Concept testing questions you can use as written.
Eighteen 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. It gives the cleanest read, since nothing seen earlier colors the answers, but it needs 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. It needs far fewer respondents and suits three to five concepts. Rotate the order so position doesn’t become the finding.
Comparative means showing concepts side by side and asking which one wins. It is the fastest way to rank, but it only gives you the order, and says nothing about 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.
Design reviews often end with the team picking "the one that feels right." That is fast, and expensive when it’s wrong: a brand refresh that doesn’t land, packaging that disappears on the shelf, an ad that converts worse than the one before it.
A concept test lets respondents settle it. Through an agency that means a brief, a quote and weeks of fieldwork. Here you write the brief, upload your concepts or let the AI draft them, and send one link.
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. Once every concept has 8 comparisons, the AI replaces the weaker half with variants of the leaders.
Converge
Hear why they chose what they chose.
Respondents rank their favorites, then an AI moderator asks why, by text, voice or video. You read the themes instead of every transcript.
Final
Score the finalists.
Respondents rate the finalists one at a time on metrics such as purchase intent, appeal and brand fit. Every score comes with a 95% confidence interval.
Put your next concept to the test.
Start with a packaging, product, or advertising questionnaire, then adapt the questions to your concepts.
Pairwise comparisons, most uncertain pair first.
Each respondent sees two concepts and picks one, three times by default.
The next pair shown is the one whose result is least certain, so each vote tells you more.
- Three pairs per respondent by default, never repeated
- Optional reason per vote
- Most uncertain pair shown first
- Winners seed the next round
Which concept do you prefer?
What drew you to this one? (optional)
Find out why the favorites won.
Respondents rank their top picks, then have a short AI-moderated conversation about why.
You get themes, quotes and a highlight reel of the video answers.
Rank these concepts: tap them in order, best first
Score the finalists one at a time.
Each respondent sees the finalists one at a time and rates each on metrics such as purchase intent, appeal and brand fit.
Pick a preset rubric or build your own. You get mean scores with 95% confidence intervals, and the winner in each segment.
Standard FMCG
- Purchase intent
- Appeal
- Uniqueness
- Brand fit
- Recognition
Brand refresh
- Brand fit
- Recognition
- Modernness
- Premium feel
- Emotional resonance
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
What you take to the review.
Winners by segment
See the overall winner and the winner in each segment.
Confidence intervals
Each metric’s mean comes with a 95% confidence interval.
Evolution timeline and highlight reel
See how the concepts changed from round to round, and play a reel of video answers in your readout.
Test any kind of concept.
Pick the type in the brief editor, then describe what you’re testing.
Built for the people who own the call.
Run a concept test that actually decides.Start on the Free plan.
Free includes 20 visible responses a month across your account. No credit card, and no sales call unless you ask for one.