Concept Testing

Whether you’re perfecting your next marketing campaign or dialing in your product’s packaging design, SRI recognizes the importance of Concept Testing done right. Our wholistic methodology provides the opportunity for in-depth feedback grounded in a real-world setting. Our concept testing is centered around 5 pillars:

• Implicit Testing – A timed exercise that captures true stopping power& initial reaction akin to real-world review 
• Click & Highlight – Allows respondents to identify the most strongly influencing concept elements
• Visual Eye Tracking / Virtual Shelf – Identifies where the eye is drawn over time + can mimic real-world setting for OTC products
• Emotional Impact – Captures how the concept makes respondents feel
• Detailed Evaluation & Ranking – In-depth ratings & rankings on key metrics. Can be evaluated as a cohesive concept as well as by background, tagline, imagery, etc. 

By analyzing perceptions across these layers, we help you identify the strongest creative direction and uncover the drivers and barriers that shape audience response. The result: evidence‑based guidance that supports more compelling and effective future development.