Product solutions
Ideation and Concept Testing
The best concepts are not born fully formed. They are shaped by the people who will use them.
Ideation and concept testing with incling brings your target audience into the development process early, enabling collaborative, iterative refinement that ensures ideas are grounded in genuine consumer need from day one.
(participants reviewing early concepts)
The approach
How it works in practice
Bring your target audience into the development process early, with collaborative, iterative refinement that keeps ideas grounded in genuine consumer need from day one.
01
Unmet need exploration
Use early-stage exploratory tasks to identify genuine gaps and frustrations that your concept could address, before you have committed to a direction.
02
Collaborative ideation sessions
Use incling's ideas board, collage, and discussion tools to generate and build on ideas alongside your target audience.
03
Iterative concept refinement
Share evolving concepts with participants across multiple rounds, gathering feedback at each stage and refining based on real reactions.
04
Concept comparison and ranking
Present multiple concept directions and use our concept evaluation tool for detailed feedback, then our survey tool to identify the strongest contenders.
Why incling
Why incling beats traditional research
Single-shot concept tests in artificial settings tell you how people react. Iterative community testing lets them help shape the idea.
| Traditional research | incling Online Communities |
|---|---|
| Single-shot concept tests lack depth | Iterative rounds build richer insight |
| Artificial lab environments distort reactions | Natural community setting feels authentic |
| Consumers react but do not co-create | Collaborative tools enable genuine co-creation |
| Limited ability to test across geographies | Multi-market testing in a single study |
Outcomes
What you will uncover
The insight that turns a promising idea into a confident launch decision.
Concept appeal
Which ideas resonate, why they work, and what emotional and functional needs they address.
Barriers and objections
The concerns, doubts, and deal-breakers that must be addressed before a concept can succeed.
Optimisation opportunities
The specific elements, such as naming, messaging, features, and design, that can be refined to strengthen the concept.
Category differentiation
How your concept compares to existing products in the market and the elements that create genuine distinctiveness.
Success stories
La Mer: evaluating luxury skincare innovation
La Mer constantly explores new territory, from serums to scalp treatments. A four-day US community of loyalists and competitor users showed which concept and branding routes resonated and what needed refining, giving the brand confidence to shape its product roadmap.
Read the full storyBenefit Cosmetics: redefining foundation needs
Ahead of a major foundation launch, Benefit needed to know what makes someone switch, and how much skincare-style benefits matter. A three-day study across the UK and US confirmed the appeal of good-for-your-skin claims and pinpointed the concept elements with the most marketing potential.
Read the full storyReady to see incling in action?
Talk to the team about your concept and see how iterative testing with incling could work for your project.