Product & offers
Product variant test template
Compare product colors, finishes, or styles while keeping the underlying offer consistent.
Use this concept testEditable starter · English content
What you want to learn
Learn which variant fits the intended use and what tradeoffs drive preference.
Target audience
[People who shop for this type of product]
Inside the template
Your starting brief
Compare [colors, finishes, or styles] for [your product]. Use the same angle, lighting, background, product description, and price. Vary only the feature you want to evaluate.
Add your product details and review the concepts before launching the study.
Comparison and follow-up questions
- Which variant would you choose for your needs, and why?
- Where or when would you use this version?
- What do you like or dislike about the color, finish, or style?
- What would make another option a better choice for you?
Rating scales
Five points, from “Not at all” to “Extremely”. Review the wording for your study.
- Visual appeal
- Fit for intended use
- Purchase consideration
How to use this starter
- When should I use this concept test?
- Use this to choose a color, finish, or style assortment for an existing product.
- What should I customize before starting?
- Use matched photographs or mockups with identical angles, lighting, and prices. Change one feature at a time when you need to isolate its effect.
- How should I use the feedback?
- Group explanations by intended use rather than selecting only the largest preference share. Directional preference is useful for assortment planning but is not a demand forecast.
- What opens when I use this template?
- An editable concept-test draft with the brief, comparison prompt, follow-up questions, and five-point rating scales shown here. Replace the placeholders and review the settings before generating concepts or collecting responses.
Prepare your next step
Explore a related starter or browse the full collection.