Concept screening

When you are faced with the problem of having too many options, Acentric concept screening surveys provide a quick, low cost way to screen out the worst concept alternatives by exposing them to a sample of target consumers. Test up to 10 alternative concepts, and get feedback on differences in interest by demographic segment and an indication of which features consumers find most appealing.

When should concept testing be used?
Concept screening surveys are ideal for the early stages of new product and service research. Concept screens can also be used to evaluate brand extensions, new value propositions, product reformulations and new business ideas. Concept screening surveys go 'broad and shallow' - testing a broad range of ideas - as opposed to concept tests which go 'narrow but deep' (testing one concept in depth).

Suitable for FMCG, durable, franchises and other consumer services.

Who is this for?
The concept test methodology is suitable for companies, entrepreneurs and inventors wishing to test consumer product or service concepts prior to risking large investments. 


  • Eliminate the duds. Identify the best concept(s) to take forward for further development and testing.
  • Determine which segments find the product concept most appealing?
  • Identify the most appealing features.

When should I choose concept screening versus conjoint analysis?

Both concept screening and conjoint analysis can be applied to the same problem. The difference is that in cases where speed and cost are important, concept screening is preferable. If these are not an issue, then you should consider conjoint analysis, as this allows a larger range of alternatives to be tested. Conjoint analysis also allows to quantify the impact of each alternative feature on purchase intention / interest ratings so that you can trade-off features with one another. Price trade-off analysis is also possible.

  • Maximum 10 concepts.
  • 50% incidence.
  • Standard questions - only text in angle brackets <> may be changed on the questionnaire.

Between 5 to 12 working days counted from the day after you approve the final questionnaire.

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