Concept testing asks people what they think of an idea before it is built or launched: a product, a service, a pack, a name or a claim. Numbers tell you which concept wins. Reactions tell you why. On Zolensa, participants read each concept on their phone, or open a pack you sent them, record a short video reaction, and answer the same ratings and grids, so you get both in one study and can show the client the real faces behind the scores.
When to use concept testing
- Early ideas: which territories are worth developing.
- Product and pack concepts: appeal, clarity, believability and fit with the brand.
- Messages and positioning: first impressions, what people take away, and what puts them off.
- Names and claims: what a name suggests, and whether a claim is believed.
- Several markets: the same concepts in different languages and cultures.
How a study runs on Zolensa
- One concept per task. Write the concept in the task instructions: the idea, who it is for and what it promises. Put the first question right under it: "What is your first reaction? Record a short video." To test a physical pack or product, send it to participants and ask them to open it on camera.
- Ask the same measures each time. A rating for appeal, a grid for clarity, relevance and believability, and a choice for purchase intent. Use a 0 to 10 scale for a recommendation score.
- Rotate the order. Put participants into groups and give each group the concepts in a different order, to reduce order effects.
- Ask why. Show a follow-up question only to people who rate low, such as "What would make this better for you?"
- Compare at the end. A last task asks people to choose their favourite and say why in a voice note.
- Analyse. Export ratings to CSV, see grid answers counted on the Analysis tab, and let AI suggest themes for each concept with quotes and clips.
Zolensa features that help
- Video reactions. Facial expressions and tone add what scores miss. Set a short maximum, such as 60 seconds, to keep reactions spontaneous.
- Grid questions. Several attributes rated on the same scale in one question, quick to answer on a phone.
- Conditional questions. Show a question only after a matching answer.
- Groups. Different concept orders or concept sets per group.
- Translations. Translate tasks, questions and options with AI, and check each language on a phone preview.
- Highlight reels. Put the strongest reactions to each concept into one video for the client.
Plan for these
- Keep the stimulus simple. On a phone, short text works best. Describe one idea clearly and avoid long lists of benefits. For visual concepts, send printed boards or samples with the study kit.
- First reaction first. Ask for the spontaneous video before any rating, so the scales do not shape what people say.
- Same wording in every language. Translate the concept text with care and have a native speaker check it. Zolensa shows every language on a phone preview.
- Mind confidentiality. Unlaunched ideas are sensitive. Put confidentiality in your consent form as a required tick box.
