Concept mapping connects your concept test results to your Demand Landscape. Once a test is complete, each concept gets mapped to the demand zone it resonates most strongly in, based on the desire scores of respondents who rated it.

Two things need to be in place before mapping will show:

Note: To map a concept you need to have the occasions question turned on when setting up your test.

When you run a concept test on a category with an active demand landscape, you can switch on the occasions question for any concept you are testing.

Respondents who score the concept highly in desire (top-two box) are then asked which occasions they associate with it. That answer is what connects your concept test result back to the demand landscape.

The platform takes every respondent who desired the concept, looks at the occasions they associated it with, and calculates how strongly the concept indexes in each consumer demand zone.

The concept is then mapped to its dominant zone. If the result does not reach statistical significance, no zone is shown.

Every concept in a demand zone can be read two ways, and they answer different questions.

Desire share tells you how a concept's demand splits across the zones it plays in. If 60% of people want your concept, desire share shows you where that 60% is actually coming from. It is the answer to "which audiences are pulling their weight, and which aren't?"

Use desire share to rank concepts within a zone, or to see which zones are doing the heavy lifting for your concept.

Index divides the concept's desire share in a zone by the size of that zone, then multiplies by 100.

Use index to find where a concept genuinely punches above its weight, especially when zones are different sizes. A large zone will naturally pull high desire share from most concepts, so size alone can mislead you.

The TL;DR: desire share tells you where the demand sits. Index tells you where the concept is winning or losing. Read them together.

Each concept is pinned to the demand zone where it indexes highest. This is the cleanest read on where a concept is over or under performing at a glance, with magnitude shown by the index score.

Use Explore view when you are evaluating a single concept or want a quick read on where each concept in a test has landed.

Concepts appear across all demand zones at once. There is no toggle. You read it two ways:

Use Compare view when you are working at the portfolio level: sorting state of play across a portfolio, checking for cannibalisation between your own concepts, or benchmarking against competitor concepts in the test.

To go deep on one concept (every zone score, every metric), open the single concept page from either view.