Concept Testing

AI moderation in market research is evolving rapidly. Learn when AI-moderated interviews are good enough and when human judgment remains essential.

AI Moderation in Market Research: When It’s Good Enough and When Judgment Matters More
Karen Lynch
Chief Programming Officer at Greenbook
March 4, 2026
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Explore qualitative UX testing methods, examples, and use cases, including usability tests, interviews, and AI-moderated research.

From Interviews to Usability Tests: Qualitative UX Methods Explained
Ashley Shedlock
Content Producer at Greenbook
February 26, 2026
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Explore the multifaceted world of behavioral science, from defining value to unraveling the influence of sustainability on our decision-making process...

Behavioral Science and Concept Testing (Part 3 of 6)
Leigh Caldwell
Co-Founder & Partner at The Irrational Agency
November 24, 2023
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Compare how consumers felt about the brand from their competition.

Using Agile Research to Drive Sales: A Case Study with Everipe and Dig Insights
Dig Insights
August 6, 2021
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Unknown product descriptors have an effect on price and appeal.

Interdisciplinary Insights: Esoteric Descriptors Could Decrease Perceived Appeal of Products
Julia Maier
Xpert Solutions Product Manager at Aytm
July 6, 2021
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Taking your best ideas from paper to prototype.

Developing and Testing Your Design Thinking Ideas (Part 4)
Emma Galvin
Creative Designer at Northstar Research
November 4, 2020
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Concept testing with McDonald’s.

How McDonald’s Used Zappi to Optimize Concepts Systematically with Faster, More Cost-Effective Research
Ryan Barry
March 13, 2020
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How a top-10 food and beverage company streamlined concept testing.

Increasing the Speed and Quality of Concept Testing
Frederic-Charles Petit
Chief Executive & Founder at Toluna
February 7, 2020
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Predicting new concept success based on attitudes doesn’t always work. Crowdfunding ideas to put consumers’ skin in the game is an alternative.

Would People Buy a Plot on the Moon? Crowdfunding Your Disruptive Idea
Ranjana Gupta
Executive Vice President at Kantar
October 2, 2018
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Millennial-friendly insights tool for incorporating customer feedback into the innovation process.

Hey There Good Lookin’: Idea Screening for the Tinder Generation
Dominic Atkinson
Co-Founder at Dig Insights
April 27, 2018
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In the new collaborative economy, there is much to be gained by starting our innovation work with the customer, let them share their pain points and problems.

Hacking & Collaborating: Disruptive Innovation through Inspiration
Kevin Lonnie
Founder & CEO at KL Communications Inc
May 20, 2015
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After a whirlwind first day of exciting innovation opportunities, participants at the IIeX NA conference were eager to begin Day 2.

An IIeX Participant’s Take on Day 2
Paula Kramer
June 18, 2014
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In research, too often we’re concerned with whether consumers like or dislike things. But like and dislike are only part of the equation.

Like It Or Not?
Ron Sellers
December 17, 2012
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Google Consumer Surveys provides managers with an easy to use, inexpensive source of consumer feedback to help decision making.

Why (And When) We Like Google Consumer Surveys
Dominique Romanowski
Vice President at MMR Strategy Group
November 13, 2012
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Wrapping up my “newsmaker” interview series is a discussion with Jeffrey Henning, CMO of Affinnova. Jeffrey made news a while back when he left Vovici...

EFM Past & Future, Innovation & Star Trek: An Interview With Jeffrey Henning
Leonard Murphy
Chief Advisor for Insights and Development at Greenbook
August 12, 2011
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