Platform task type
Concept evaluation
Understand exactly how a concept, image, or video lands with your audience, and which elements are working and which are not.
(concept comparison and rating task view)
Overview
incling's concept evaluation tools go beyond simple ratings to reveal exactly how participants respond to creative work. A three-step process of first impressions, pinned comments, and follow-up questions gives you both an overall read on performance and granular, element-level feedback on what is driving and undermining reactions.
Static concept evaluation
Show participants a static image, screenshot, wireframe, or document and take them through a structured evaluation. First impressions capture the immediate emotional response, pinned comments allow participants to flag and annotate specific elements, and follow-up questions provide the depth to understand the reasoning behind each reaction. Sentiment heatmaps aggregate pin data to show which elements are generating positive or negative responses across the group.
Video concept evaluation
Show participants a video and capture a detailed first impression followed by time-stamped, pinned feedback on specific moments. This gives you both an overall read on the concept and precise insight into which moments in the video are generating the strongest reactions.
Text highlighting
Show participants a pdf document with the text you'd like reviewed and allow them to highlight sections and add comments to clearly and precisely indicate where there might be opportunities to improve structure and clarity.
Features
Everything in the concept evaluation tool
All features are included at no additional cost. Test as many concepts, with as many participants, as your study requires.
Evaluate any format
Static images, videos, screenshots, wireframes, and documents.
Flexible evaluation steps
Use any combination of first impression, pinning, and follow-up questions.
Customisable scales and icons
Tailor rating scales and pin icons to your specific evaluation criteria.
Concept rotation
Auto-rotate concepts to eliminate order bias, with the option to group and rotate concepts alongside questions.
Minimum word count
Set a required minimum response length at each step.
Zoom functionality
Participants can zoom in on elements of a concept or video for detailed inspection.
Timed exposure
Limit how long a concept is visible to replicate real-world exposure conditions.
Moderation
Follow up on any response to probe for more detail.
AI thematic summaries
Automatically generated with supporting participant quotes.
Sentiment heatmap
See the frequency and distribution of pins across a concept, filtered by positive or negative sentiment.
Use cases
Ideal for
Concept evaluation works best when you need both a clear direction and the rationale to back it up, before committing resources to development or production.
Creative and campaign testing
Test multiple concept routes with auto-rotation ensuring no order bias. Get a clear read on which direction resonates most strongly and use pinned feedback to brief a revision with precision.
Packaging design
Share packaging designs and use pinned feedback to understand reactions to colour, copy, imagery, and structure. The sentiment heatmap shows which elements are working hardest and which need attention.
Copy and messaging testing
Test customer communications, website copy, policy documents, or campaign headlines. Pinned feedback shows exactly which phrases land well and which create confusion, with participants able to suggest alternative wording.
Wireframe and UX review
Share early-stage website or app layouts and ask participants to pin reactions to specific interface elements. This gives UX and product teams precise, actionable feedback before development begins.
NPD proposition testing
Present product concepts or new claims to participants and evaluate both the overall appeal of the proposition and the specific elements driving or undermining interest.
Ad and video pre-testing
Use video concept evaluation to identify the moments in a film or animation that generate the strongest emotional response, and those that cause confusion or disengagement, before committing to production costs.
Ready to see incling in action?
Book a demo and see how concept evaluation, and the full platform, can work for your next project.