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NEXT Concept Lab

Put your new product to the test before you bring it to market

The NEXT Concept Lab tests new product ideas in their early stages on a monthly basis to understand purchase intent, predict mainstream success and capture participant feedback.

Increase your odds of success with the NEXT Concept Lab.

Here’s how it works:

  1. Contact us with your idea or early-stage concept
  2. We’ll apply quantitative and qualitative research to predict mainstream success and capture participant feedback
  3. You’ll receive a comprehensive report with confidential analysis, recommendations and shareable graphics

Concept Lab Testing Methodology

  • Concepts tested monthly in representative and competitive marketplace
  • Prediction market methodology: leverage “wisdom of the crowds” and gamification to predict the success of an idea
  • More predictive: consumers place bets for or against concepts based upon all available knowledge
  • Market prediction and cultural relevance
  • Purchase intent and personal relevance
  • Results cut by consumer segmentation and geography to inform targeting and distribution strategy

Concept Lab Testing Output: Market Prediction & Purchase Intent

Market Prediction

Probability that a product concept will sell a lot in market in the next 12 months

Purchase Intent

Percentage of consumers who would purchase product concept in the next 12 months

Concept Lab Testing Options

  • Standard Concept Test (Option A):
    Assess probability of success of your new product idea, prioritize new product development efforts, test product positioning statements, and build a sales story.
  • Projected Performance Module (Option B):
    Develop a data-driven estimate of projected market performance by analyzing competitive product results using NEXT Concept Lab, in conjunction with the in-market sales performance of the competitive product. (Powered by Nielsen POS Data Analysis)
  • Market Context Module (Option C):
    Additional category context analysis to supplement the baseline data provided by Concept Lab, this option incorporates an understanding of trends—what’s behind the growth of a product category and how might it be expected to perform in the future? (Powered by Nielsen POS Data Analysis)
  • Consumer Context Module (Option D):
    By going deeper into the data, NEXT can sub-segment all aspects of the concept test results, providing a more granular level of understanding of how likely consumer segments are to embrace a new product.

Concept Lab Testing Options

Standard Concept Test
(Option A):

Assess probability of success of your new product idea, prioritize new product development efforts, test product positioning statements, and build a sales story.

Projected Performance Module
(Option B):

Develop a data-driven estimate of projected market performance by analyzing competitive product results using NEXT Concept Lab, in conjunction with the in-market sales performance of the competitive product. (Powered by Nielsen POS Data Analysis)

Market Context Module
(Option C):

Additional category context analysis to supplement the baseline data provided by Concept Lab, this option incorporates an understanding of trends—what’s behind the growth of a product category and how might it be expected to perform in the future? (Powered by Nielsen POS Data Analysis)

Consumer Context Module
(Option D):

By going deeper into the data, NEXT can sub-segment all aspects of the concept test results, providing a more granular level of understanding of how likely consumer segments are to embrace a new product.

Will your new product succeed? Find out in just 30 days. Fill out the form below and someone from the NEXT Data & Insights team will contact you shortly.

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