Concept Test

Also known as: Concept Testing, Innovation Test, Product Concept Test

Methodology evaluating the viability of new products or services measuring appeal, purchase intent, uniqueness, and relevance before launch.

Concept Test is a quantitative research methodology that evaluates the commercial viability of new products, services, or ideas before investing in full development. It measures: overall appeal, purchase intent, uniqueness, consumer relevance, credibility, and willingness to pay.

It can be conducted with text concepts, product images, 3D renders, or prototypes. The most used benchmarks in LATAM to qualify a concept as viable are a top-2-box purchase intent of 65-70%+ among category users.

Atlantia automates Concept Testing with AI, reducing delivery times to 3-5 days with comparative analysis against industry benchmarks and optimization recommendations.