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Concepts and propositions
Find out which concept, product idea, or proposition really lands with your audience, before you invest in development or launch.
Stramigo handles everything: from questionnaire and sample to testing among the population or your own target group, and straight through to results, conclusions, and advice.
What is a concept test?
A concept test measures how your target audience responds to a new idea, product, feature, or proposition, before you invest time and money in developing or launching it. You find out what appeals, what raises doubts, and which version of a concept performs best, based on real reactions instead of internal assumptions.
Concept and proposition testing helps with very different decisions. You might want to compare two or three product directions and see which one your target group prefers, validate a new proposition or value statement before it goes into a campaign, test packaging, pricing signals, or features attached to a concept, or simply check whether an idea is ready for the market before committing budget to it.
Stramigo tests concepts and propositions among the general population, a niche target group, or your own customer base, in the Netherlands or in any of the 80+ countries we cover. Setup, sampling, and fieldwork are handled by our platform and built-in AI, with our researchers keeping an eye on quality, so you get results, conclusions, and advice quickly instead of waiting weeks.
A concept test doesn't have to be a one-off. Many organizations test a first version, sharpen the concept based on the feedback, and then test the refined version again, so each round of development is grounded in what your audience actually responds to.
Think of questions like 'Which of the two packaging designs appeals most?' or 'Does our target group understand the core proposition the way we intend it?'
What does a concept test deliver?
- A well-founded choice between two or more concepts, instead of a discussion based on gut feeling.
- Early insight into weaknesses in a proposition, before you invest in development.
- Concrete points for sharpening a concept before it goes further.
- A lower risk of an expensive miss at launch.
With more than 1,600 completed studies, Stramigo has tested concepts across dozens of sectors, from fast-moving consumer goods to B2B services.
How Stramigo approaches this
Stramigo sets up the research
We write the questionnaire, define the sample, and arrange the fieldwork, in the Netherlands or in 80+ countries.
You receive the results
You get a clear comparison of how your concepts perform, with concrete conclusions and advice on what to do next.
Ready to test your concept before you build it?
Start your concept test now and let Stramigo handle setup, sampling, data collection, and analysis.