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:
- Contact us with your idea or early-stage concept
- We’ll apply quantitative and qualitative research to predict mainstream success and capture participant feedback
- 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.
