Concept Testing Research
Test ideas early — and refine what resonates before you commit.
Concept testing research helps teams evaluate early ideas, product concepts, or value propositions with real buyers before development or launch. It reveals which concepts resonate, which fall flat, and why — giving teams direction on what to pursue, refine, or abandon.
When to conduct
Concept Testing Research
Conduct concept testing research when exploring new ideas, refining positioning, or comparing multiple concepts to determine which has the strongest potential. It’s most valuable early, when changes are inexpensive and insight can meaningfully shape direction.
What is
Concept Testing Research
Concept testing research evaluates buyer reaction to proposed ideas by measuring appeal, clarity, relevance, and differentiation. It helps teams understand not just which concepts perform best, but why — informing iteration before resources are committed.
75%
of successful product launches are preceded by structured concept testing or early customer feedback. Testing concepts early improves clarity, reduces risk, and increases the likelihood that what gets built aligns with real buyer needs.
Sample Research
Questions We Answer
Question 1:
Which concepts resonate most with our target audience?
Concept testing measures appeal and relevance across multiple ideas, helping teams identify which concepts generate genuine interest versus surface-level positivity.
58%
of respondents rate the leading concept as highly appealing compared to alternatives.
34%
show significantly stronger intent to learn more about one concept over others — signaling clear prioritization.
Question 2:
What should be improved before moving forward?
Beyond rankings, concept testing highlights confusion, skepticism, or missing elements — guiding iteration before development or launch.
41%
of respondents cite unclear value or differentiation as the primary reason for lower concept scores.
29%
say small changes to messaging or framing would materially improve the concept’s appeal.
Why trust Emporia with your
Concept Testing Research
Refine ideas with confidence before you build.
Concept testing only delivers value when feedback comes from the right audience and is interpreted correctly. Emporia’s concept testing research pairs verified B2B respondents with expert study design to help teams assess ideas objectively and iterate quickly. By grounding early decisions in real buyer input, we help organizations move forward with concepts that are clearer, stronger, and more likely to succeed.
Speed / Agility
Move from question to insight without sacrificing rigor. Emporia’s streamlined workflows and responsive research support allow teams to launch, field, and analyze studies quickly — so insights arrive while decisions are still being made, not after the moment has passed.
Verified B2B Respondents
Reach the right decision-makers with confidence. Every respondent is verified using professional attributes, ensuring your insights reflect real buyers, real roles, and real purchasing influence — not guesswork or self-reported profiles.
Expert Methodology
Get more than data — get direction. Our team partners closely on study design, framing, and interpretation, helping translate research outputs into clear strategic implications across pricing, positioning, and go-to-market execution.
Emporia provides valuable access to niche, high-level respondents that are otherwise difficult to reach. They enable us to move beyond traditional targeting, connecting us with professionals with specialized knowledge and qualifications. We have confidence their experts are credible and aligned with our research needs.
We were thrilled with Emporia’s excellent data quality, professionalism, responsiveness, and speed in delivering a very high-end, niche audience of investment fund managers and venture capital professionals.
Emporia gives us another perspective. Our product team does a really great job working with our existing customers: understanding and solving for their needs. Emporia allows me to find new audiences and conduct that initial research that helps set the stage for potential new customers, products and markets.
We are often trying to recruit hard to reach audiences and so it's imperative for us to have high quality data and verified respondents. Emporia go above and beyond to help us and our agency partners not only reach the right audiences but enhance our customer understanding which is a great experience.
