Avoid expensive missteps
— test before launch.
Test flavours, concepts and campaigns directly with the target audience. We design the test setup so you get clear recommendations before launch — not just likes/dislikes but what actually drives the choice in your audience.
A product launch or campaign costs 5–50× more than a thorough test beforehand. Insurance against a flop.
Of new launches fail. Often because they were not properly tested with the target audience first.
We are willing to say if a concept does not hold up — or exactly which components need adjusting.
What a concept validation looks like
Multi-concept test with purchase intent, credibility and differentiation compared. Per consumer segment and with risk assessment per option. Actual delivery (anonymised).
A complete picture
of your concept's potential
We always start by understanding your business goals — then we choose method and design. The result is not just numbers but concrete action recommendations ranked by expected impact.
Taste & sensory test
For food, beverages and tobacco products. Blind taste tests with quantitative and descriptive evaluation. Against your own previous product or against competitors. Per target group — to capture differences between segments.
Concept validation
For campaigns, ideas and brand direction. Test of multiple concepts against each other or against a baseline. Measures relevance, attractiveness, credibility and purchase intent — so you know which concept actually lands.
Packaging & design
Are you visible on the shelf? Eye-tracking simulations, colour psychology, readability and shelf impact. Against competitors in the same category. To make sure the design works for sales — not just for the design jury.
Clear recommendations
Launch, adjust or stop? We are willing to say if a concept does not hold up. Or exactly which components need adjusting before launch. With risk assessment per option.
guide to
concept validation
The complete guide to concept & product validation
An 18-minute read written by Johan Asklund. How to design taste tests, concept validation and packaging studies that deliver clear Go/No-Go recommendations. Risk assessment templates and test design checklists included.
Read the guide →The whole testing lifecycle
— from idea to launch
We test in several layers depending on what you need to know — from raw idea to finished concept to post-launch tracking.
Measurement points across the entire journey
We follow every phase — adapted to your business model — and measure both quantitatively and qualitatively.
Three KPIs that lead
Standardised key figures — comparable over time and against external benchmarks.
Concrete — not just an average score
For every insight we deliver:
Direct comparison of multiple concepts on the same KPIs — so the winner is clearly visible.
Which target groups prefer which concept — so launch can be tailored to the audience.
For each concept: what is the worst-case, most-likely and best-case scenario.
Launch / adjust / stop — with reasoning. We do not shy away from uncomfortable conclusions.
Examples from an actual report
Screenshots from a concept study for a B2C coffee chain (anonymised). 142 on-site interviews, 9 units tested. Delivered with executive summary, parameter evaluation, segment analysis and a clear Go/No-Go recommendation.
The images are from an actual delivery to a B2C coffee chain in 2022 (n=142, 9 units, new interior concept). Customer name, brand and respondent data have been removed or masked in the example.
"We were completely convinced two of the concepts would be best-sellers. The test showed none of them held up against the competition. Alba's recommendation was brutal but right — we saved 8 million in launch costs."
Are you facing a launch
— or do you have ideas to validate?
Book 15 minutes and we will discuss what you want to test, which target group should evaluate it and how we design the test to give you a clear yes, no or "adjust first".
15 min · free of charge · no preparation needed