Why these metrics matter
We carefully select the metrics we track in each test to provide you with meaningful, actionable insights. By understanding what drives consumer responses, whether it’s an idea’s appeal, a message’s recognisability, or a product’s repeat purchase rate, you can make informed decisions that guide your innovation, marketing, and launch strategies.
Innovation Frameworks
Concept Test
Evaluate new concepts and products before they go to market.
What you can test: Concept mock ups, finished packaging/product art, mood boards with descriptors.
Metrics and answer codes
Desire: Which of the following best describes how you feel about the idea?
Very appealing, Somewhat appealing, In between, Not appealingDistinctiveness: Compared to other products in the category, do you think this idea is...?
Very unique, Quite unique, Somewhat unique, Not at all uniquePurchase intent: Thinking about the last time you bought in the category, if this idea was widely available and reasonably priced, would you have purchased it?
Definitely, Maybe, No, Not sureBrand fit: How well does this idea feel like it was from [brand]?
Really well, Okay, Not at all, UnsureOpen end: Tell us what you like most about this specific idea?
Innovation Territory Test
Gauge the opportunity and strength of your ideas.
What you can test: Early-stage innovation springboards/territories, mood boards, written problem statements or insights, mock ups, product/service descriptions.
Metrics and answer codes
Desire: Which of the following best describes how you feel about the idea?
Very appealing, Somewhat appealing, In between, Not appealingDistinctiveness: Compared to other products in the category, do you think this idea is...?
Very unique, Quite unique, Somewhat unique, Not at all uniqueConsideration: After seeing this idea, how likely are you to consider this product the next you purchase from the category?
It would be my preferred choice, I would seriously consider, I might consider, I would not considerBrand fit: How well does this idea feel like it was from [brand]?
Really well, Okay, Not at all, UnsureOpen end: Why would you choose this over what you currently, or would choose, in its place?
Copy & Claims Test
Learn what your audience takes out from your packaging copy or claims.
What you can test: Written packaging copy, slogans, product claims, descriptors, etc.
Metrics and answer codes
Desire: Which of the following best describes how you feel about the idea?
Very appealing, Somewhat appealing, In between, Not appealingDistinctiveness: Compared to other products in the category, do you think this idea is...?
Very unique, Quite unique, Somewhat unique, Not at all uniqueBelievability: How believable do you find this message?
Very believable, Somewhat believable, In between, Not believable at allBrand fit: How well does this idea feel like it was from [brand]?
Really well, Okay, Not at all, UnsureOpen end: Please tell us the main message you took out from
this idea?
Execution A/B Test (Monadic)
Test two different versions of similar products with fresh eyes on each one.
What you can test: Concept mock ups, finished packaging/product art
Metrics and answer codes
Desire: Which of the following best describes how you feel about the idea?
Very appealing, Somewhat appealing, In between, Not appealingDistinctiveness: Compared to other products in the category, do you think this idea is...?
Very unique, Quite unique, Somewhat unique, Not at all uniquePurchase intent: Thinking about the last time you bought in the category, if this idea was widely available and reasonably priced, would you have purchased it?
Definitely, Maybe, No, Not sureBrand fit: How well does this idea feel like it was from [brand]?
Really well, Okay, Not at all, UnsureOpen end: Tell us what you like most about this specific idea?
Launch Test
Designed to assess product performance once it is in-market.
What you can test: New product developments, competitor product launches
Metrics and answer codes
Product Recognition: Before today, had you seen or heard of this specific product [product name]?
Yes, NoIn-store visibility: Thinking about the stores you might go to when shopping for [product name], which of the following best reflects how much you’ve seen it in stores?
Seen it in store lots, Seen it a little bit in stores, Haven’t seen it in stores at allTrial: Thinking about this specific new product [product name], have you ever tried this product?
Yes, NoTrial drivers: What made you want to try the product?
The price, It was on promotion, Taste expectations, The packaging, Familiarity with the brand, It was recommended to me, Had seen the advertising, OtherBarriers to trial (among those not tried): You said you know of [product name] but haven’t tried it. We understand that you may not have had a chance to try it, but we’re really interested in other reasons why you’ve not tried it yet. Please share as many reasons as you can. (open-ended)
Repeat drivers: After trying [product name] for the first time, have you tried it again on another occasion? (open-ended)
Barriers to repeat: You said that you’ve tried [product name] but haven’t tried it on another occasion. We understand that you may not have had a chance to try it again, but we’re really interested in other reasons why you’ve not had it again. Please share as many reasons as you can. (open-ended)
Optional:Advertising Recognition: Before today, have you seen this [channel] advertising for [product name]?
Advertising Message Takeout: In your own words, what do you think this advertising for [product name] is trying to say?
Pricing Sensitivity Test
Identify the optimal price range for a product by asking consumers four key questions to determine price perceptions. Ideally uses the Van Westendorp pricing model.
What you can test: Consumer goods & retail, SaaS & Digital services, experiences, B2B products, with a given price range that you'd like to test.
Respondents are shown a product and a range of possible prices, then asked four key questions to pinpoint their perceived acceptable price range.
Metrics
Too Cheap: Given that other products in the [category] category such as [product examples] are priced around [price point], at what price would you consider the product pictured to be priced so low that you would consider the quality wouldn't be very good?
Bargain: At what price would you consider the product pictured to be great buy for the money?
Getting Expensive: At what price would you consider the product pictured to
be starting to get expensive, so that it's not entirely out of the question, but you would have to give some thought into buying it?
Too Expensive: At what price would you consider the product pictured to be so expensive that you would not consider buying it?
Communication Frameworks
Message Comprehension Test
Uncover what your audience understands from your messages.
What you can test: Creative mockups, animatics, short-form content, explainer video scripts, digital ads, email campaigns, taglines, spokesperson or character concepts, slogans
Metrics and answer codes
Likability: Which of the following best describes how you feel about the message?
I love it, I like it, In between, I don’t like it
Distinctiveness: Compared to other products in the category, do you think this message is...?
Very unique, Quite unique, Somewhat unique, Not at all unique
Brand recognition: And did you recognise that this message was from [brand]?
Yes, it could only be for [brand]
Yes, it was quite good at making me know it was from [brand]
No, it was not good at making me know it was from [brand]
No, it could have been from any brand
Open end: Please tell us the main message you took out from this?
Strategic Territory Tests
Evaluate early-stage creative territories or strategic propositions. Understand what resonates and why.
What you can test: Written insights and strategic propositions, value propositions, taglines, mood boards, key visuals, storyboards, sketches, illustrations, voice overs
Metrics and answer codes
Likability: Which of the following best describes how you feel about the message?
I love it, I like it, In between, I don’t like it
Distinctiveness: Compared to other products in the category, do you think this message is...?
Very unique, Quite unique, Somewhat unique, Not at all unique
Consideration: After seeing this message, how likely are you to consider this product the next you purchase from the category?
It would be my preferred choice, I would seriously consider, I might consider, I would not considerBrand recognition: And did you recognise that this message was from [brand]?
Yes, it could only be for [brand]
Yes, it was quite good at making me know it was from [brand]
No, it was not good at making me know it was from [brand]
No, it could have been from any brand
Open end: Please tell us the main message you took out from this?
Creative Comms Test
Test developed or semi-developed concepts to understand how they influence purchase intent.
What you can test: Creative mockups, animatics, short-form content, explainer video scripts, digital ads, email campaigns, taglines, spokesperson or character concepts, slogans
Metrics and answer codes
Likability: which of the following best describes how you feel about the idea?
I love it, I like it, In between, I don’t like itDistinctiveness: Compared to other products in the cleaning products category, do you think this idea is ...?
Very unique, Quite unique, Somewhat unique, Not at all uniquePurchase intent: Thinking about the last time you bought cleaning products, if this idea was widely available and reasonably priced, would you have purchased it?
Definitely, Maybe, No, UnsureBrand recognition: And did you recognise that this message was from [brand]?Yes, it could only be for [brand]
Yes, it was quite good at making me know it was from [brand]
No, it was not good at making me know it was from [brand]
No, it could have been from any brandOpen end: What do you like about this idea?
A/B Test (Monadic)
Test different versions of similar creative executions with fresh eyes on each one.
What you can test: Headline options, taglines, layout, color schemes, talent, packaging
Metrics and answer codes
Likability: which of the following best describes how you feel about the idea?
I love it, I like it, In between, I don’t like itDistinctiveness: Compared to other products in the cleaning products category, do you think this idea is ...?
Very unique, Quite unique, Somewhat unique, Not at all uniqueConsideration: After seeing this message, how likely are you to consider this product the next you purchase from the category?
It would be my preferred choice, I would seriously consider, I might consider, I would not considerBrand recognition: And did you recognise that this message was from [brand]?Yes, it could only be for [brand]
Yes, it was quite good at making me know it was from [brand]
No, it was not good at making me know it was from [brand]
No, it could have been from any brandOpen end: What do you like about this idea?
Why we use these metrics
By looking at these metrics alongside internal feasibility discussions, you gain a holistic view of:
Market differentiation: How well your idea or product stands out.
Likelihood of success: How likely consumers are to try, buy, or engage with it.
Together, these insights help you gauge commercial potential, refine strategies, and allocate resources effectively.