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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.
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.
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.
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Collaborative ideation sessions
Use incling's ideas board, collage, and discussion tools to generate and build on ideas alongside your target audience.
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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
Single-shot concept tests lack depth
Artificial lab environments distort reactions
Consumers react but do not co-create
Limited ability to test across geographies
incling Online Communities
Iterative rounds build richer insight
Natural community setting feels authentic
Collaborative tools enable genuine co-creation
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.
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 story
Redefining Foundation Needs and Concept Appeal for Benefit Cosmetics
Decoding what triggers a foundation switch, and the role of skincare-linked benefits.
Read the storyKeep exploring
Related solutions
New product development, innovation and renovation
The most disruptive innovations rarely come from the boardroom alone. They come from listening closely to the people you are building for.
Product and Proposition Testing
A strong product with the wrong proposition will underperform. Testing both together is the only way to be sure.
Product Strategy
Build a product strategy grounded in what customers value. Understand how customers perceive your products, compare alternatives, and how their needs are evolving.
Ready to see incling in action?
Talk to the team about your research challenge and see how ideation and concept testing could work for your project.