concept testing
Test before you invest
Get the data you need to tailor your strategies, target specific groups, and spot new opportunities from a mile away - all with a little help from GWI.
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Don’t launch on a hunch
Every product, campaign, or messaging decision carries risk. Concept testing removes the guesswork - putting your early-stage ideas in front of the right audiences to understand what lands, what doesn't, and what to do about it before you commit budget to launch. Whether you're testing a new product, a campaign concept, pricing strategy, or packaging, GWI gives you the evidence you need to move forward with confidence.
What you don't test, you're betting on
Validate before you commit
Understand whether your idea has genuine appeal with your target audience before investing in development or production - so budget goes behind the concepts most likely to succeed.
Improve market fit
Identify what resonates, what needs refining, and what to drop - so your final product, campaign or message is as strong as it can be before it reaches the market.
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Benchmark against the competition
Test your concepts alongside competitor propositions to understand how you stack up and where your strongest points of differentiation lie.
Prioritize with confidence
When you have multiple concepts to choose from, data takes the guesswork out of the decision - helping you prioritise the ideas with the greatest potential.
Our approach to concept testing
Define your concepts
We work with you to structure the study, defining which concepts to test and the metrics that matter most for your objectives - from appeal and relevance to purchase intent and brand fit.
Reach the right audience
We target the exact audience whose opinion matters most - whether that's your existing customers, future buyers or a specific demographic
Apply advanced techniques
We go beyond simple ratings, applying advanced methods to surface the deeper trade-offs and preferences driving audience decisions.
Enrich with GWI data
Results are enriched by syncing with GWI's flagship study GWI Core, giving you a fuller picture of who responded and why - adding a depth of context no standalone survey can match.
Help yourself to our free brand tracking resources
Our data fuels everything from reports and case studies, to blogs and webinars. Need a guide on the latest trends, or a quick industry deep dive? We've got just the thing.
