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Concept testing research services and capabilities

NewtonX concept testing helps you understand how the usability, design and features of your new product or feature will be received by your target audience. By asking the right people the right concept testing survey questions, you’ll pinpoint the perfect product market fit. You already know that your concept solves your target audience’s problems. But you want to know that they’ll buy your product or service before you invest in product development. 

B2B concept testing typically incorporates quantitative methods, like MaxDiff and conjoint analysis to evaluate the appeal and trade-offs for each product attribute. If there are multiple concepts under investigation simultaneously, using monadic concept testing may be the most appropriate methodology.

These concept tests can be run alongside other market opportunity studies to construct a complete pathway to launch success. 

As your end-to-end research services partner, NewtonX helps you create the right research strategy for your new product launch. You’ll have custom findings to support confident business critical decisions across your organization, like:

  • Find out which of your products’ features is most valued by your brand personas and your marketing team can focus their strategy accordingly. 
  • Get a reliable read on your clients’ appetite for a new product or feature and its usability at its inception. 
  • Test product market fit in a prospective new market. 
  • Understand if a new feature should live in an existing flagship product,or become its own separate entity.

Monadic testing


Conjoint analysis

Predictive markets

Concept testing research to deliver both scale and specificity

Our technology reaches across 140+ industries to give you the scale of a panel combined with the depth of an expert network. From professionals en masse to niche, hard-to-find audiences, the NewtonX Knowledge Graph can find the exact people to deliver the business insights you need. We’re the only persona research agency that’s developed proprietary research technology to keep up with market demands. Here’s just a sampling of who we pinpoint, for everything from 5,000+ participant surveys to curated groups of in-depth interviews.



  • Cryptocurrency specialists advising on hedge fund projects 
  • Advertising professionals overseeing brand spend
  • Reddit users that visit Reddit for NSFW content
  • IT decision-makers evaluating cloud software services

Want to see how NewtonX can help you?

What is concept testing?

brand perception research

What are the benefits of concept testing?

Concept testing is a crucial phase in product development that offers various advantages to businesses. Through systematic evaluation, companies can refine their ideas and enhance their chances of launching successful products. Here are some key benefits:

Risk Mitigation

Identifying potential challenges and issues early in the development process helps mitigate risks and prevents costly mistakes.

Customer Insights

Concept testing provides valuable insights into customer preferences and expectations, allowing businesses to align their products with the desires of their target audience.

Optimized Marketing Strategies

Understanding which aspects of a concept resonate most with consumers aids in the optimization of marketing strategies, ensuring effective communication.

Innovation Encouragement

Real-world feedback from concept testing encourages iterative improvements, fostering innovation and driving product development in the right direction.

Enhanced Product-Market Fit

By incorporating feedback and refining concepts, businesses can tailor their products to better match market needs, ultimately improving the product-market fit.

When should businesses use concept testing?

value equivalence line

What is the importance of concept testing in market research?

product validation testing

What methods are used in concept testing?

commission market research

Concept testing vs usability testing


What are the use cases for concept testing?

The use cases demonstrate the broad applicability of concept testing in shaping successful products, services, and campaigns. By gaining insights from target audiences early in the development process, businesses can mitigate risks and increase the likelihood of success in the market.

Product Development

Concept testing plays a pivotal role in product development by evaluating new product ideas. This ensures that the features, design, and overall concept align with consumer preferences and needs.

Brand Messaging

Assessing the effectiveness of different brand messages and communication strategies is another key application. This includes testing advertising slogans, taglines, and overall brand positioning.

Packaging Design

Concept testing is instrumental in evaluating different packaging designs. This helps in determining which design resonates best with the target audience, considering factors like visual appeal and practicality.

Service Offerings

For service-oriented businesses, concept testing can be applied to refine and optimize service offerings. This includes testing different service features, delivery methods, and pricing models.

Marketing Campaigns

Before launching a marketing campaign, businesses can utilize concept testing to gauge the effectiveness of various campaign elements. This includes testing different visuals, messages, and promotional strategies.

Digital Products and Apps

In the tech industry, concept testing is commonly used for digital products and applications. Testing the user interface, features, and functionalities helps identify areas for improvement.

Content Creation

Media and entertainment industries leverage concept testing for content creation. This includes testing ideas for movies, TV shows, books, and other creative works to ensure they resonate with the target audience.

Retail Merchandising

Retailers can use concept testing to evaluate different merchandising strategies, store layouts, and product placements to enhance the overall shopping experience.

Healthcare Services

Even in healthcare, concept testing is valuable for evaluating new healthcare services, wellness programs, or patient communication strategies.


B2B message testing survey questions that increase marketing effectiveness

Asking the right message testing survey questions will help you understand how to connect with prospects and customers.

The right brand perception survey questions boost your marketing ROI

In B2B branding, brand perceptions are what your target audience, customers, and prospects—and to some extent, your employees—think about your brand.

Securing reliable outcomes with monadic testing

Steer your decision-making in the right direction using monadic testing insights.

Take it from the world’s leading companies

I was really excited when we found NewtonX. Their Custom Recruiting has genuinely been a game changer for us in terms of data quality. Not only do I have much greater trust in the data, but the variation in the data means I can more easily provide actionable direction for our product and marketing teams without finding myself rationalizing away bad data.

Matt Harris
Senior Customer Research & Insights Manager,

A huge thank you to NewtonX for delivering on their commitment to excellence and being great partners. Dreamforce 2022 was our best year yet. We heard positive feedback on the quality of research participants and the tailored content has been viewed by millions of people across our industry.

Michelle Mere
Salesforce Senior Director of Customer and Market Insights

Got Your Next Question in Mind?

NewtonX is the only B2B research company that connects researchers with the exact professionals required to solve any problem.