Concept Testing
How does a real buyer actually react to the idea?
This study puts early-stage concepts in front of affluent buyers and captures what draws them in versus what falls flat, before development spend begins.
Custom Research
Product & Innovation
A beautiful idea still has to earn its place with the client who’s actually going to pay for it.
The five study types
What sits inside this discipline
A luxury product has to be more than well-made - it has to match the taste, values, and price expectations of an affluent buyer before it ever reaches the market. Product innovation research tests direction early, while there’s still room to change course. Concept testing takes it further, putting the idea itself in front of real buyers before serious investment follows.
Product & Service Testing
The real test only starts once someone actually uses it.
This study examines finished or near-finished products and services with real buyers, evaluating function, flaws and the details that shape the experience.
Feature & Attribute Prioritization
Not every feature deserves equal investment.
This study uses forced-choice prioritization to separate the features that genuinely drive preference from the ones that only look impressive on a spec sheet.
Packaging & Presentation Testing
The luxury feeling starts before the product is even opened.
This study evaluates everything from first impression to the unboxing moment itself, checking whether the packaging lives up to the product and the brand behind it.
Naming & Identity Testing
A name carries more weight than it first appears to.
This study tests how a name, identity or framing is actually perceived before it goes to market - and whether it travels across languages and cultures.
Custom engagement. Fielded once, exclusive to one client, never syndicated or resold.
The Decision Arc
Product & Innovation across the Decision Arc
Every discipline follows the same five-stage decision. Here is what we study at each stage, and how.
I. Spark ·
- Which product ideas, features or occasions create fresh desire, before a concept is committed to development.
- Early concept screening, paired with interviews on the occasions a new product would serve.
II. Aspiration ·
- Whether a new concept speaks to the qualities your target clients truly prize, or only to the ones the brief assumes they prize.
- MaxDiff ranking of concept attributes against your target audience’s value frame.
III. Selection ·
- How a concept, feature set, name or packaging performs against the alternatives a buyer would actually consider.
- Choice-based conjoint and monadic concept tests against the real competitive set.
IV. Encounter ·
- Whether the product, from the unboxing to first use, delivers what the launch promised.
- Paired pre-launch and post-use measurement, including in-home and unboxing tests.
V. Verdict ·
- Whether the product earns lasting satisfaction and repeat purchase, or its appeal fades once the novelty has passed.
- Longitudinal follow-up with the same buyers at set intervals after launch.
Which of these answers your question?
Most engagements begin by naming the decision rather than the method. Tell us what has to be decided and by when, and we’ll scope the right study against it.