Concept testing

Run multi-phase 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. The workflow moves through four phases: Brief (define what you are testing), Explore (pairwise preferences on lo-fi variants), Converge (ranking and qualitative feedback), and Final (MRX ratings and interview). Results include winner scoring, segment analysis, highlight reels, and exportable reports.

aiconcept-testingdesignresearch15-30 minutes to set upIntermediateResearchersDesignersBrand managersProduct teams

Steps

  1. Add a Concept Test question
    In the survey editor, click + Add and choose Concept Test from the AI category. This creates a concept test section with all four phases pre-configured.
  2. Write the brief
    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.
  3. Configure the Explore phase
    In the Explore phase, respondents see pairs of AI-generated lo-fi concept variants and choose which they prefer. Configure the image generation model, the number of variants to generate, and set the lo-fi model for quick iteration.
  4. Configure the Converge phase
    In the Converge phase, respondents rank their top picks and explain why through AI-moderated follow-up conversations. Set the AI model and interview parameters for the qualitative feedback.
  5. Configure the Final phase
    In the Final phase, respondents evaluate the winning concepts with structured MRX (market research) ratings and a final AI interview. Configure rating attributes, the hi-fi image model for polished renders, and the number of winners to advance.
  6. Generate and review concepts
    Click generate to create concept variants using AI. Review the generated mockups, regenerate any that need work, and publish the survey when ready.
  7. Analyze results
    The Concept Test tab in Results shows winner scoring, respondent preference patterns, segment breakdowns, qualitative themes from interviews, highlight reels, and evolution timelines. Export results as PDF 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.

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 four-phase workflow ensures thorough evaluation: Explore uses pairwise comparisons to efficiently narrow the field, Converge adds qualitative depth through AI interviews about top picks, and Final applies structured ratings for quantitative validation.

AI image models generate concept variants from your brief. Choose between lo-fi models for quick exploration and hi-fi models for polished final renders. Multiple providers are available.

Results include winner scoring with confidence levels, segment-level breakdowns, qualitative theme extraction from interview transcripts, and auto-generated highlight reels. Share results via a public report link or export as PDF.

You can also add a Concept Label question type separately to let respondents annotate and label images within any survey.

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