From idea to finished product


To minimize costs and effort, it is worthwhile to check the chances of success of new product or communication ideas at an early stage by means of (more or less standardized) concept tests. A concept test gives you a feel for the relevance and acceptance of individual designs and ideas at a very early stage of product, packaging or advertising development.


For product ideas, concepts are usually fleshed out with Insight, Benefit and Reason to Believe; for packaging ideas, for example, with scribbles or dummies.


We help to track down the needs beneath the insights, for example, with methods such as laddering (more on this: in-depth interview) and consumer observations.


When presenting communication and advertising concepts, more or less factual information must be emotionally enlivened. A factual verbal concept can then be charged affectively by a good copywriter and additional mood images. For the development of later TV spots, short audio passages similar to a radio spot (so-called narrative tapes) have proven their worth; above all, storyboards or animatics can simulate a TV spot. But in principle, advertising concepts must initially disregard the emotional effect, which is usually only created in the finalized advertising medium through visual (people, imagery, color world, cuts, etc.) and auditory effects (speaker, music, jingle, etc.). They can only be measured implicitly with a suitable method for finished advertising media.


Depending on the degree of conceptual design, market research can continuously accompany the further development up to the finished product or advertising material with quantitative or qualitative investigation approaches.

We use both qualitative and quantitative tools:

At an early stage of concept development, these are usually individual explorations, group discussions or workshops; if the marketability of a product idea or the possible success of the communication performance of an advertising medium are to be evaluated with greater certainty, valid quantitative methods are used.


This includes methods such as CARES for Concepts, a conjoint analysis in which all relevant later product features and variants (packaging, price…) including insights, benefits and RtBs are integrated and can be evaluated for their respective importance and weighting for the subsequent purchase decision. When it comes to communication tools, we recommend our specially developed AdUp® tool for their understanding, relevance and basic acceptance of the advertising idea and story.

If a more in-depth exploration is needed, quantitative face-to-face concept tests are conducted. Alternatively, of course, online surveys are also used for concept tests. These two types of interviews also offer, in particular, the possibility of using marker tools:


Respondents can highlight certain words or text passages and rate them in terms of relevance and/or acceptance; in the case of packaging or ad designs, certain areas are defined in advance (e.g. logo, headline, sub-line, claim, copy texts, visual elements, etc.) and scaled in each case, for example, according to liking. Each rating can be explained by the respondent using an open text answer.


Our concept test enables you to evaluate the acceptance and willingness to buy of a new product idea and thus make important adjustments and optimizations before the market launch.