Put your ideas in front of the right people before you spend a dollar building them. GWI concept testing shows you what lands, what doesn't, and what to fix.
Don't launch on a hunch
Every product, campaign, or messaging decision carries risk. Concept testing puts your early-stage ideas in front of the audiences who'll decide whether they work, so you know what to change before you commit budget.
Whether you’re exploring a new product, campaign, pricing strategy, or packaging, GWI gives you the evidence to back your decision.
What you don't test, you're betting on
Understand whether your idea has genuine appeal with your target audience before investing in development or production. Put your budget behind the concepts with the strongest potential.
Find out what resonates, what needs refining, and what’s worth dropping, so your final product, campaign, or message is stronger when it reaches the market.
Test your concepts alongside competitor propositions to see where you stand, what sets you apart, and where there’s room to stand out.
Have multiple concepts on the table? Compare them with your target audience and use the data to prioritize the ideas with the greatest potential.
Our approach to concept testing
Define your concepts
We work with you to structure the study, choosing 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, using advanced methods that show you the trade-offs and preferences behind your audience's decisions.
Add context with GWI data
We sync your results with GWI Core, our flagship global survey, so you know not just what people said but who they are and why they said it. No standalone survey gives you that.
Why choose GWI for concept testing?
Our recontact methodology means we can reach specific audiences fast, so your results come from the people whose opinions count.
Know who, and why
We benchmark your concepts against competitor propositions and connect them to 57,000 GWI Core profiling points, so you see your results in context.
See where your idea works
Run studies across several markets at once, and spot regional differences in a single project.
Results in the format you need
Get your results however your team works best, from the GWI platform to a full strategic report.
Got questions? We've got answers.
What is concept testing?
Concept testing puts early-stage ideas in front of target audiences to find out whether they appeal, and how to improve them before launch. It tells you whether a concept will work and exactly where it needs changing.
What types of concepts can GWI test?
We test products, messaging, creative assets, packaging, and services.
How early can I test an idea?
You can test anything from a very early idea through to a fully developed proposition ready for launch.
Can you benchmark against competitors?
Yes. We benchmark your concepts against competitor propositions already in the market, so you see how yours perform by comparison. The competitor's product becomes another concept tested alongside yours.
Help yourself to our free concept testing resources
Our data fuels everything from reports and case studies to blogs and webinars. Need a guide on the latest trends, or a rundown of your industry? We've got just the thing.
