Concept Validator

Get a comprehensive evaluation of your innovation concepts, validate potential and gain final optimization guidance.

Concept Validator identifies which concepts have the strongest potential to delight consumers and deliver brand growth opportunities.

Gauge performance and confirm next steps through targeted, yet holistic consumer feedback.



Method Process

We prioritize tried and tested success criteria to make sure we progress concepts that deliver your strategic aims.

With the flex to tailor to your needs, you can be sure of:

  • Overall opportunity represented by each concept tested (relative to each other and vs. in market benchmarks)
  • Key measure performance for potential and cut through
  • Category incrementality
  • Expectations of benefits, product delivery and usage to guide future product development and ensure brand fit
  • Diagnostics and optimization guidance
  • Identification of optimal price point
  • Optional: Early sales volume forecasting
Concept Validator Output

Concept Validator is a robust and efficient tool to assess concept potential and confirm readiness for launch.

This approach harnesses MMR’s vast expertise in concept testing and development, to gain focused consumer feedback, prioritize winning routes and inform next steps.

We avoid reliance on direct measures. Instead we dig deeper to capture the full extent of what new concepts are communicating to consumers.

Key metrics and success criteria will be agreed up front to make sure we recommend concepts with potential to deliver your strategic objectives (removing limitations from a one-size-fits-all approach to concept testing).

Our tailorable survey encompasses holistic concept assessment, meaning you’ll have a full understanding of all the factors that could influence in-market success.

Concept Validator Benefits

We balance speedy automation with expert research knowledge. The result? A slick approach that is optimized for your objectives and category, with recommendations which facilitate action.

If you’re looking for the nuts and bolts:

  • Monadic evaluation with 75 or 150 target consumers per cell
  • Flexible sample (10% incidence rate and above)
  • Online consumer panel recruitment and survey for speed and cost efficiencies
  • Unlimited cells (recommended to include 1 current/benchmark cell)
  • Analyzed report with recommendations and summary with a debrief call
Concept Validator Method Process

Investment from:

incidence rate
£4300 | $6000 | €5000
incidence rate
£4900 | $6900 | €5650
incidence rate
£6000 | $8500 | €6900

Optional extras at cost include:

  • Extra MaxDiff exercise - £750 | $1050 | €870
  • TURF Analysis - £750 | $1050 | €870
  • 3 extra ‘simple’ questions (e.g. statements, attributes) - £500 | $705 | €580
  • Subgroup analysis - £450 | $635 | €525 per subgroup
  • Volume forecasting - from £3000 | $4230 | €3500

This fast, flexible approach allowed us to explore multiple aspects of the proposition, giving us the confidence we needed to progress with development.
The Express team has the right mix of skills to deliver strong insight while being a pleasure to work with.

Consumer Insights Manager, innocent

Our work speaks for itself.

Find out how Concept Validator has helped some of the biggest FMCG and CPG brands globally to evaluate, and validate, winning concepts.





UCC Coffee wanted to understand the potential for the Ueshima ground coffee launch in the UK, through validating the potential against key in-market competitors.

Ueshima coffee brand

Danone was looking to investigate the potential of a number of dairy-free ice cream concepts under the Silk brand, to understand which showed most promise for progression.

Ice cream cones spots

Nando's called on Express for guidance on how to make their Peri-Peri table sauces and marinades bring people together and add excitement to family dinner times.

Dovile ramoskaite 28z B3 Gf8 X Rc unsplash

Innocent wanted to enhance their current competitive advantage in Mainland China markets, through creating appealing product concepts for their smoothie range.

Innocent smoothies china

Think this tool is the one for you?

Schedule a call with us

If you'd like to chat about Concept Validator, or any of our other tools, check out our team's availability and book in a call at a time that suits you.

Book a Slot Today

Get in touch

If you'd prefer to chat over email, fill out your details below and we'll get back to you as soon as we can.