Concept Testing Services
Lab42 is a full-service quantitative market research firm that runs concept tests for brands and agencies. We measure how appealing your product or service idea is, how likely people are to buy it, and where to improve it before launch, delivered as a full report in about 14 days, or in 5 business days through our Express option.
Roughly 80% of new product launches fail; a concept test lowers that risk before you spend on development.
What a Lab42 concept test includes
Every Lab42 concept test is full service. We handle target audience screening, questionnaire design, survey programming, fielding to quality-checked respondents, analysis, and reporting. A standard study tests your concept on a minimum of 300 respondents per concept and returns a dashboard plus a topline report with key findings and recommendations.
| What you get | Detail |
|---|---|
| Turnaround | ~14 days standard; 5 business days for Express concept tests |
| Sample | Minimum 300 respondents per concept, quality-checked |
| Metrics | Appeal, uniqueness, believability, purchase intent, usage frequency |
| Optional modules | Feature-level appeal; acceptable price range (Van Westendorp) |
| Deliverables | 1-page dashboard with statistical testing, plus a 10-page topline report with findings and recommendations |
| Designs | Monadic or sequential, depending on how many concepts you're comparing |
Why choose Lab42 for concept testing
Speed: Standard turnaround is about 14 days. Express concept tests are guaranteed in 5 business days.
Full service, not DIY: You work directly with researchers, not a self-serve tool or a salesperson.
Clean data: Online sample can yield up to 25% unusable responses. Lab42's automated and daily manual quality checks remove and replace poor respondents at no extra cost.
Flexible scope: A la carte pricing means you pay only for what the project needs, from quick idea screening to full pricing validation.
HOw Lab42 Tests a Concept
Our carefully crafted questions reveal deeper customer insights, uncovering the '“why” behind preferences and addressing potential objections before launch.
Assess concept effectiveness
Measure appeal, uniqueness, believability, purchase likelihood, and usage frequency.
Assess concept features
Evaluate individual features for importance, preference, and optimization.
Exposure to unpriced concept
Initial presentation of concept without pricing anchoring to gauge pure response.
Assess concept price
Determine optimal pricing through sensitivity analysis and willingness-to-pay metrics.
Frequently asked questions
How much does concept testing cost? Lab42 prices concept tests a la carte based on the number of concepts, sample size, and analysis depth. Express concept tests start at $3,500 with a 5-day turnaround.
How long does a concept test take? About 14 days for a standard study, or 5 business days for an Express concept test.
How many respondents do you need for a concept test? Lab42 recommends a minimum of 300 respondents per concept. Final sample size depends on how many subgroups you need to analyze.
What's the difference between monadic and sequential concept testing? In a monadic design, each respondent evaluates only one concept, which keeps results clean but needs more total sample. In a sequential design, each respondent evaluates multiple concepts in random order, which is more sample-efficient but requires careful design to control order effects.
What does a concept test measure? Appeal, uniqueness, believability, purchase intent, and relevance, plus optional modules for individual feature appeal and acceptable price range.
Need research support during development?
Lab42 runs concept tests for brands and agencies across categories. Want to test a concept? Talk to a researcher for a quote, or see our Concept Testing 101 framework and Best Practices for Concept Testing.