Concept Testing measures how real consumers react to a specific idea before it goes live.
The keyword is before - this is a pre-launch tool designed to inform a decision, not evaluate something that has already run. If you want to measure whether consumers remember a campaign that has already aired, that is Campaign Recall. If you want to measure the lift a live campaign is generating, that is Brand Lift. Concept Testing does neither of those things. It tells you how an idea lands with your target audience before you commit to it.
The six sub-types
Find the sub-type that matches what you're testing. Each one uses a purpose-built survey template calibrated to the decisions that format requires.
Product
Tests a physical or digital product concept. Respondents see the product name, a short description, and an optional image. The study measures appeal, relevance, clarity, differentiation, purchase likelihood, and pricing - including the viable pricing window from "good deal" to "maximum acceptable."
What to provide: product name, short description (1-3 sentences), optional image, product category, intended price point, and optionally a list of competing products.
Service
Tests a service concept - a subscription, app, platform, delivery service, wellness programme, or similar. The structure is similar to a product test, with additional focus on clarity (services are harder to understand quickly than physical products) and pricing model preference - for example, monthly versus one-time versus freemium.
What to provide: service name, short description, optional image, service category, intended pricing model and price point, and optionally a list of competing services.
Campaign / Slogan
Tests one or more campaign messages or slogans - the words, not the visual execution. Respondents evaluate clarity, relevance, brand alignment, and likely impact on interest. If you're testing multiple slogans, respondents also pick their overall preference and the one that best fits the brand.
What to provide: exact slogan or campaign line, brand name, product category, up to 5 brand attributes (for example: Modern, Trustworthy, Premium), and optionally a visual or creative asset showing the message in context.
Advertisement (Image or Video)
Tests a specific ad creative - a static image or video (MP4 file, or a YouTube or Vimeo link). Respondents view the ad and evaluate first impression, engagement, emotional response, message clarity, brand fit, memorability, and likelihood to increase interest. If you're testing multiple ads, respondents also pick their preferred and most influential.
What to provide: ad file or link, brand name, product category, and optionally a short context note.
Logo / Branding
Tests one or more logo or branding designs. Respondents evaluate first impression, brand representation, memorability, colour and style appropriateness, and brand value alignment. Optionally, respondents are asked to guess what type of brand the logo represents - a useful check on whether the design communicates the right category.
What to provide: logo image file, brand name, product category, up to 5 brand attributes, and optionally a brief brand context note.
Name / Tagline
Tests one or more brand names or taglines - purely the words, with no visual design. Respondents evaluate first impression, ease of understanding, what they think it is for, relevance, distinctiveness, and consideration likelihood. Particular attention is given to pronunciation, spelling confusion, unintended associations, and cultural risk.
What to provide: the name or tagline, brand or company name if relevant, product category, up to 5 brand attributes, and optionally a visual context.
How the survey works
You do not write the survey. Each sub-type has a pre-built survey template, and the platform adapts it automatically based on the details you provide in the order form - replacing placeholders with your brand names, competitor names, category language, and attributes. You can optionally preview the adapted survey before confirming your order.
What the report includes
Your report contains five tabs: Quick Bites, Introduction, Analysis, Personas, and Survey.
Quick Bites surfaces the headline findings for a fast read. Introduction sets out the study parameters and methodology. Survey contains the full question-level data with cross-tabs by demographic segment. Personas breaks findings down by automatically generated audience segments.
The Analysis tab is the core of the report. Using a product concept test as an example, the Analysis covers:
- Overall performance snapshot - a three-sentence verdict on appeal and purchase intent
- First impression - emotional reaction and dominant consumer word
- Appeal, relevance, and clarity - three scored dimensions
- Differentiation and purchase intent - the commercial verdict
- Strengths and weaknesses - what consumers liked and what they'd change
- Competitive context - what alternatives they'd consider instead
- Pricing insights - the viable pricing window from "good deal" to "maximum acceptable"
- Segment differences - how different demographic groups responded
- Strategic recommendation - a clear readiness verdict: Ready to Launch / Refinement Needed / Fundamental Rethink Required
Each sub-type has a slightly different Analysis structure calibrated to the decisions that format requires. A logo test emphasises memorability and brand fit. A name test emphasises clarity and category mismatch risk. An ad test emphasises engagement and interest uplift. The product example above gives a reliable picture of the depth and structure you can expect across all sub-types.
Pricing
| Configuration | 75-100% IR | 50-74% IR | 30-49% IR |
|---|---|---|---|
| 1 concept | $1,490 | $1,690 | $1,890 |
| 2 concepts | $2,280 | $2,480 | $2,680 |
| 1 concept + open-ended | $1,880 | $2,080 | $2,280 |
| 2 concepts + open-ended + comparison | $3,560 | $3,760 | $3,960 |
| 3 concepts + open-ended + comparison | $4,840 | $5,040 | $5,240 |
Add-ons
| Add-on | Cost |
|---|---|
| Open-ended questions | +$390 per concept |
| Comparative analysis (2+ concepts only) | +$490 flat |
| Additional respondents above 150 - 75-100% IR | $5.00 per respondent |
| Additional respondents above 150 - 50-74% IR | $6.00 per respondent |
| Additional respondents above 150 - 30-49% IR | $8.00 per respondent |
A note on incidence rate (IR)
IR - incidence rate - is the proportion of the general population who qualify for your target audience. The narrower your audience, the lower the IR, and the harder each qualifying respondent is to reach. This affects both price and lead time.
Constraints
- Minimum audience size: 150 respondents
- IR below 30% is not supported via standard order - contact Standard Insights for a custom quote
Lead times
| IR band | Lead time |
|---|---|
| 75-100% | 24 hours |
| 50-74% | Up to 5 days |
| 30-49% | 5 days or more |
For a walkthrough of the checkout process, see How to Place an Order.
FAQ
What kinds of concepts can I test?
You can test any pre-launch idea that benefits from consumer reaction data before you commit to it. The six sub-types cover the most common use cases: product and service concepts, campaign messages and slogans, ad creatives, logo and branding designs, and brand names or taglines. If you're unsure which sub-type applies to your brief, the descriptions above should help you identify the closest match.
How many concepts can I test in one study?
You can test more than one concept in a single study. Each additional concept beyond the first costs $790. If you're testing two or more, the Comparative Analysis add-on (+$490 flat) is also available - this adds a head-to-head comparison layer to the report so you can see not just how each concept performs individually but how they rank against each other.
Do I write the survey myself?
No. Each sub-type uses a pre-built survey template. You fill in the order form with the details specific to your concept - brand name, category, attributes, and so on - and the platform adapts the template automatically. You can preview the adapted survey before confirming your order if you want to review it first.
What if I want to test an ad - do respondents see the actual ad?
Yes. For the Advertisement sub-type, respondents view your actual ad creative - either a static image or a video via MP4 file or YouTube or Vimeo link. The survey then measures their reaction to what they saw, including first impression, emotional response, message clarity, and whether it would increase their interest in the brand or product.
How long does it take?
Lead time depends on your target audience's incidence rate (IR) - the proportion of the general population who qualify for your study. For a broad audience (75–100% IR), results are typically delivered within 24 hours. For more targeted audiences, allow up to 5 days (50–74% IR) or 5 days or more (30–49% IR). If your IR is below 30%, contact Standard Insights for a custom quote.
How much does it cost?
Base pricing starts at $1,490 for one concept with a standard audience (75–100% IR). See the pricing table above for full configuration pricing. Add-ons include open-ended questions (+$390 per concept), comparative analysis (+$490 flat, available for 2+ concepts), and additional respondents above the 150 minimum at rates that vary by IR band.
What does the report include?
Your report has five tabs: Quick Bites, Introduction, Analysis, Personas, and Survey. The Analysis tab is the most detailed section - it covers first impression, appeal, relevance, clarity, differentiation, purchase intent, pricing insights, segment differences, and a strategic recommendation with a clear readiness verdict. Structure is calibrated to your specific sub-type. If you included open-ended questions, verbatim consumer responses are also included.
Can I test in multiple markets?
Yes. Each market is configured as a separate audience within the same study. Pricing applies per audience - use the table above to calculate the cost for each market you want to include.
What's the difference between Concept Testing and Campaign Recall?
Concept Testing measures consumer reaction to an idea before it launches. Campaign Recall measures whether consumers remember a campaign that has already aired. The timing is the key distinction: Concept Testing informs the decision to launch; Campaign Recall evaluates the effectiveness of something that has already run. If your campaign is live or finished, Campaign Recall is the right module.
What's the difference between Concept Testing (Advertisement) and Brand Lift?
Both involve showing an ad to consumers, but the methodology is different. Concept Testing (Advertisement) shows the ad to all respondents and measures their direct reactions - first impression, brand fit, message clarity, and interest. Brand Lift uses a controlled design where one group sees the ad and one doesn't, and measures the difference between the two groups. Brand Lift gives you a causal lift figure; Concept Testing gives you a direct reaction score. Brand Lift is the more rigorous measurement; Concept Testing is faster and better suited to pre-launch creative decisions. .