Early concept validation

When your idea needs structure and direction, this framework helps you shape it before you build
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Benefits of this approach

Actionable foundations

Real consumer input is transformed into clear, actionable building blocks your teams can immediately use.

Always grounded in users

Users stay part of the journey, ensuring every concept reflects how they think, choose and behave.

Shaped by collective insight

Co-creation eliminates single-person bias, ensuring concepts are shaped by shared insights.

Decisions backed by data

Integrated data at each step gives you the confidence to prioritise only the concepts with real potential.

RESEARCH MODULE

In-depth interviews

15 participants
A qualitative exploration built around interviews or focus groups (your choice) to uncover what people truly need, expect and desire.

Through deep-dive conversations and interactive exercises we extract the core ingredients needed to build strong and meaningful product concepts.
OUTCOMES

A clear list of most desired features, unmet needs and expectations, ranked by priority, that will form the building blocks of your concepts.

Concrete and ready-to-use “insight materials” (motivations, tensions, pain points and desired benefits) for concept creation.

OUTCOMES

A clear prioritisation of the features, categories and attributes that consumers value most

Qualitative insight into the underlying needs driving each choice

A robust hierarchy of opportunities to guide product or service optimisation

RESEARCH MODULE

Group sessions: Bid the feature

20 participants
Three group interview sessions where people “bid” on categories, service features and key attributes using virtual currency.

Their spontaneous choices reveal which elements they truly value, helping us identify priority areas and uncover qualitative insights on the needs driving each decision.
RESEARCH MODULE

Concept testing & Conjoint analysis

250 participants
A quantitative evaluation that tests up to four concepts on appeal, clarity, relevance and differentiation.

Using standardised KPIs, benchmarks and a conjoint analysis, this module identifies which concepts perform best and which features create the most value.

It provides the evidence you need to prioritise with confidence and reduce development risk.
OUTCOMES

Reliable KPIs on appeal, clarity, relevance and uniqueness for each concept tested (up to 4).

Conjoint insights that reveal which features drive preference and how consumers make trade-offs

Clear go/no-go guidance to support confident, evidence-based decision-making

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CASE STUDY

Driving innovation in supplements through consumer insights.

CHALLENGE

A long-established Italian confectionery brand wanted to explore the launch of a new supplement product in a candy-like format.

The goal was to understand consumer needs and expectations, shape viable product concepts and identify which solution had the strongest market potential.

APPROACH

We started with qualitative interviews to explore health-related needs, usage contexts and perceptions around supplements.

Insights were translated into four early product concepts, which were refined through group discussions. These concepts were then tested in a quantitative study to evaluate appeal, relevance and differentiation.

OUTCOME

The process resulted in four clearly defined concepts, each addressing different consumer needs and usage occasions.

Quantitative validation identified the strongest option, providing the brand with a clear, evidence-based direction for product development and a confident entry into the supplements category.

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