Concept Testing

We help you de-risk innovation. Our Concept Testing framework provides fast, low-cost, and actionable insights. Ensure your next big idea is grounded in real-world validation before developing at full-scale.

Why Concept Testing?

The food industry is evolving at an unprecedented pace. Food companies need agile, data-driven solutions to test new products before making heavy investments. Our structured approach ensures that only the best ideas make it through, helping you prioritize and refine innovations that consumers will love.

Beyond Risk Reduction: Concept Testing Fuels Innovation
While reducing uncertainty and risk, concept testing also serves as a powerful source of inspiration. By engaging with real consumers and market experts, we help refine ideas, uncover unexpected opportunities, and make product concepts even stronger before launch.

How we add value

✅ Reduce Risk & Uncertainty
We provide a reliable framework to test new food product ideas before full development, reducing financial and market risks.

✅ Clear & Actionable Insights
Our testing process delivers concise outcomes that are easy to communicate internally, helping to align teams and stakeholders.

✅ Real-World Validation
We connect your concepts with real consumers to get genuine feedback, ensuring relevance and desirability.

✅ Fast & Cost-Effective Prototyping
From qualitative exploration to quantitative benchmarking, we adapt to your stage of development—delivering insights in weeks, not months.

✅ Inspiration for Product Improvement
By analyzing consumer reactions, we uncover new ways to enhance flavors, packaging, branding, and messaging, ensuring your product evolves into something even more impactful and market-ready.

Concept Testing Framework

Our Concept Testing Framework is built on flexible modules that can be customised to match your specific needs and the stage of your idea’s development.

Exploration & Insights
A qualitative deep dive with 15-25 target consumers to uncover emotional responses, perceptions, and opportunities for your idea.

Quantitative Validation
A data-driven approach that tests your concept with a larger audience, providing hard figures and measurable insights for decision-making.

Rapid Prototyping
An agile process combining concept development workshops and consumer testing to refine and validate your idea in a fast, iterative cycle.

Read our extended vision on testing concepts in an early stage and why you should do it here.

Get in touch

Have a question?

We love to tell you more, so feel free to contact us for more information or fill in the form at the bottom of the page.

What we do

Strategy

Innovation

Advertising

Download our brochure about concept testing.

The online panel of Future of Food Institute helped me to identify the potential of the concept and to understand the drivers and barriers behind it. It strengthened the pitch I gave about the concept within the Food Forward Track organised by Rabobank. It gave good insights on what we need to improve on the concept to make it even more successful. It was pleasant to follow the answers and interactions of the respondents within the community as a silent observer. It’s clear that they really feel safe within the community to answer openly.

Friek van Helden, Concept Owner

Our Success Stories

Concept testing for a soda brand that uses a novel ingredient: cocoa juice

Kumasi wanted to find out which of their strengths they need to focus on in their brand positioning and if there are any other hidden strengths that they can promote. So we conducted a concept test to find out.

Read more
Testing a new concept: Plenty! the artisanal, plant-based specialty shop

The client was at the early stages of developing the concept for Plenty! and wanted to validate her assumptions. We were asked to learn whether her intended target audience was indeed the most fitting for this concept, to what extent they found it appealing, and how the concept could be strengthened.

Read more

We believe that understanding consumers is key to making the food system more sustainable. Successful innovation and impactful communication require a solid foundation of consumer insight.

We are the insights partner of choice for food companies and non-profits that aim to have a positive impact on society and our planet. Together we empower consumers to make food choices that are good for them as well as for the planet.