Concept testing

Run AI-powered concept tests to evaluate logos, packaging, ads, and other creative assets with respondents.

Concept testing lets you generate design concepts with AI, then run them through a structured evaluation process with respondents. Start it directly from Home as a standalone study, or add it inside an existing survey. The workspace has five tabs: Brief (define what you are testing), Concepts (generate and edit variants), Test (choose how respondents judge them), Respondents (field the test), and Results (winner scoring, segment analysis, highlight reels, and exportable reports).

aiconcept-testingdesignresearch15-30 minutes to set upIntermediateResearchersDesignersBrand managersProduct teams

Steps

Start a concept test
Click the Concept test tile in the Start a study grid on Home and describe what you want to test; the concept-testing workspace opens. From inside an existing survey, you can also click Add Question and choose Concept test from the AI category. This adds a summary card with an Advanced edit link into the same workspace.
Write the brief
In the Brief tab, define your concept: choose a concept type (Logo, Packaging, Ad, Label, Icon, or Brand system), write a description, set brand voice and audience context, and optionally add a color palette, mood references, and reference images.
Generate concepts
In the Concepts tab, generate variants with AI, review them in a grid, and regenerate, upload, or fine-tune any of them. Click Edit in Design on a variant to refine it on a 2D design canvas with an optional dieline overlay.
Choose a test method
The Test tab holds the key decision: how should respondents judge the concepts? Choose Compare (respondents see your concepts side by side and pick the stronger one, with the strongest advancing to rating), Shelf (respondents shop a real store shelf with your concept placed next to real competitors), or Both (shelf first, then the comparison). Set how many respondents to run before the strongest concepts move on. For Compare and Both, a Research settings section covers phase quotas and other tuning.
Field the test
In the Respondents tab, publish the test to get a shareable link, run a quick AI check with synthetic respondents while you wait for real ones, and track who has answered.
Review results
The Results tab shows winner scoring, respondent preference patterns, segment breakdowns, qualitative themes from interviews, highlight reels, and evolution timelines. Deliverables live here too: export PDF, PowerPoint, CSV, or JSON, get an embed code or a video reel, or share a public concept report.

Concept testing automates the creative evaluation process. Instead of manually mocking up designs and running separate surveys, the concept engine generates variants with AI and guides respondents through a structured evaluation.

It works both as a standalone study and as a survey block: start it from the Concept test tile on Home for a dedicated workspace, or add a Concept Test block to an existing survey, which links out to the same workspace for advanced editing.

Six concept types are supported: Logo, Packaging, Ad, Label, Icon, and Brand system. Each type is optimized for its domain with appropriate image generation settings and evaluation criteria.

The workspace moves through five tabs: Brief, Concepts, Test, Respondents, and Results. The Test tab is where you decide how concepts get judged: Compare (respondents see your concepts side by side and pick the stronger one, with the strongest advancing to rating), Shelf (respondents shop a real store shelf with your concept next to real competitors), or Both (shelf first, then the comparison).

Design is the design-creation step of concept testing: a 2D design canvas with an optional dieline overlay for refining any generated variant. Open it from a variant's Edit in Design action.

AI image models generate concept variants from your brief. Several lo-fi models are available for quick exploration, and hi-fi renders use one model for polished final images.

Results include winner scoring with confidence levels, segment-level breakdowns, qualitative theme extraction from interview transcripts, and auto-generated highlight reels. Deliverables and exports live alongside the report in the Results tab; share results via a public report link or export as PDF, PowerPoint, CSV, or JSON.