Static images
Show participants a static image, screenshot or wireframe and take them through a structured evaluation. This first step captures the immediate emotional response, before they move on to specific elements.
Concept evaluation - image
Understand exactly how concepts, web design or product packaging lands with your audience, with detailed feedback on which elements are working and which are not.
Overview
incling's concept evaluation tools go beyond simple ratings to reveal exactly how participants respond to creative work. A three-step process gives you both an overall read on performance and granular, element-level feedback on what is driving and undermining reactions.
Pinned comments
Participants flag and annotate specific elements of the concept. That gives you element-level feedback on what is driving and undermining reactions, rather than a single overall score.
Follow-up questions
Follow-up questions provide the depth to understand the reasoning behind each reaction. Sentiment heatmaps then aggregate pin data to show which elements are generating positive or negative responses across the group.
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.
01
Evaluate any format
Static images, screenshots, wireframes
02
Flexible evaluation steps
Use any combination of first impression, pinning, and follow-up questions.
03
Customisable scales and icons
Tailor rating scales and pin icons to your specific evaluation criteria.
04
Rotation
Auto-rotate concepts to eliminate order bias, with the option to group and rotate concepts alongside questions.
05
Minimum word count
Set a required minimum response length at each step.
06
Zoom functionality
Participants can zoom in on elements of a concept for detailed inspection.
07
Timed exposure
Limit how long a concept is visible to replicate real-world exposure conditions.
08
Moderation
Follow up on any response to probe for more detail.
09
AI thematic summaries
Automatically generated with supporting participant quotes.
10
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.
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.
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.
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.
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.
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.
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.
Keep exploring
Related task types
See the platform in action
Book a demo and see how concept evaluation, and the full platform, can work for your next project.