---
title: tips for effective (yet effortless) product concept testing | PLAY
description: Fast-track your understanding of how to effectively test high volumes of ideas and where to invest time and energy. Learn about PLAY’s proven approach.
image: https://www.playinnovation.com.au/hubfs/running%20design%20sprints%20online%20with%20consumers-1.jpg
---

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# tips for effective (yet effortless) product concept testing

[![Arrow Down](https://cdn2.hubspot.net/hubfs/2518731/_PlayMR%202020/Global/banner-arrow.png)](https://www.playinnovation.com.au/blog/tips-effective-effortless-product-concept-testing#next)

## tips for effective (yet effortless) product concept testing

by: **[PLAY](https://www.playinnovation.com.au/blog/author/play)**

In a world that is constantly demanding you do more with less (time and money), it can be tricky to identify innovative winning ideas. When you need fast results without sacrificing longevity, and there are numerous stakeholders to please, it’s easy to end up feeling lost at sea.

Fortunately, PLAY’s proven approach to screening concepts can help you quickly sort the wheat from the chaff. The outcome? You get better concepts to market — sooner and more successfully.

In this article, we’re fast-tracking your understanding of how to effectively test a high volume of ideas in order to discover where best to invest your precious time and energy.

 

# PLAY’s proven approach.

Our approach to identifying successful ideas early on ensures you choose wisely and avoid progressing concepts that won’t stick. Keep reading to see how we keep our product concept testing simple, PLAYful and effortlessly effective.

gamified

We adopt a Tinder-style approach involving a swiping task that elicits a System 1 reaction from the consumer. This part of the process shows us their immediate gut response to your ideas. Next, we follow up with basic diagnostics to understand why certain ideas perform better than others. This stage produces the rational (or System 2) responses.

By combining both System 1 and System 2 thinking, product concept testing can answer questions like:

- Which of our ideas are intuitively liked and should be prioritised? (And vice versa)
- Which ideas have potential but need some more work?
- Which ideas are wild cards that could unlock a niche market?
- Why do consumers like some ideas over others, and what can we learn for future ideation?

This setup works really well because it’s fun and engaging for consumers. And the perks for you? We’ve written before about [how sensory research helps safeguard success](https://www.playinnovation.com.au/blog/3-ways-sensory-research-safeguards-success). But in this case, your team gets to see whether people would “swipe right” on your ideas before too much money and time is invested (or wasted). It’s a win-win situation.

![A Consumer Insights Manager shows how to rate product concepts on a mobile device for a concept test.](https://www.playinnovation.com.au/hs-fs/hubfs/running%20design%20sprints%20online%20with%20consumers-1.jpg?width=603&name=running%20design%20sprints%20online%20with%20consumers-1.jpg)

**intuitive**

We use “decision made” (like/dislike) and response time to determine which ideas are most intuitive. This is crucial because [95% of purchasing decisions are subconscious](https://www.inc.com/logan-chierotti/harvard-professor-says-95-of-purchasing-decisions-are-subconscious.html) and emotional, not logical.

We often give consumers too much credit, believing they analyse and deliberate over every shopping decision to come to the best possible conclusion. However, in reality, people are busy and distracted, so they walk around the supermarket on autopilot making habitual choices.

> “We naturally form habits to give our brain some relief, as acting on autopilot (Intuitive System) uses significantly less energy than making a conscious decision (Rational System).” ([Loyalty & Reward Co](https://www.rewardco.com.au/building-habits-builds-loyalty-the-top-3-brands-building-habits-right-now/))
> 
>  
> 
> ---
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>  

**consumer-led**

Our agile approach ensures the consumer perspective is included from the start of your product concept testing. This allows you to prioritise winning concepts, get recommendations for improvements and develop products that meet a genuine consumer need.

By combining focused [performance measures with consumer-led diagnostics](https://www.playinnovation.com.au/insights/develop), we provide clear guidance on which ideas to fast-track, where to optimise and when to park (or bin) ideas that have limited opportunity.

And remember, it’s important to come at this from all angles! We recommend looking at concept performance amongst the total market, key target sub-groups and beyond (for example, our Innovation Community) to identify and nurture breakthrough ideas.

![In an empty office, four chairs sit in a square and behind a wall reads “Ideas start here”. They forget “consumer-led”! ](https://www.playinnovation.com.au/hs-fs/hubfs/Black%20and%20white%20ideas%20start%20here.png?width=604&name=Black%20and%20white%20ideas%20start%20here.png)**over to you** 

If you’re looking for a consumer-first approach to NPD, PLAY Innovation can help. We have experiential research superpowers and a proven process that will take your existing products to new heights (or help you identify exciting new opportunities).

Got an upcoming project in mind? Feel free to [get in touch here](https://www.playinnovation.com.au/contact)! And don’t forget to subscribe to our eye-opening emails if you’d like to learn more about PLAYful innovation.

#### read it, love it, share it.

about the author

### [PLAY](https://www.playinnovation.com.au/blog/author/play)

As the experts in consumer-led innovation in FMCG, we partner with manufacturers and retailers to lift the productivity and effectiveness of their NPD. It’s all in how we blend innovation advisory with tailored consumer insight using an agile, consumer-first approach. Think of us like the connective tissue within your innovation process. We guide you at every step of the journey, helping you align, focus and develop ideas and products that sell.

###### ask the author

### categories

[the art of failing forward into successful NPD innovation](https://www.playinnovation.com.au/blog/failing-forward-into-successful-npd-innovation)

[create a triple win by trying NPD “yes, and” with retail buyers](https://www.playinnovation.com.au/blog/create-a-triple-win-by-trying-npd-yes-and-with-retail-buyers)

[recession proof: ramping up innovation during an economic downturn](https://www.playinnovation.com.au/blog/recession-proof-ramping-up-innovation-during-an-economic-downturn)

[listen or lose! the consumer-led way to avoid new product disaster](https://www.playinnovation.com.au/blog/listen-or-lose-the-consumer-led-way-to-avoid-new-product-disaster)

[an action plan for FMCG businesses to avoid the ACCC’s campaign against greenwashing](https://www.playinnovation.com.au/blog/action-plan-avoid-campaign-against-greenwashing)

[wins & woes in online grocery shopping: the experts weigh in](https://www.playinnovation.com.au/blog/wins-woes-online-grocery-shopping-trends)

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[The PLAY team’s top product picks for 2024](https://www.playinnovation.com.au/blog/plays-2024-product-picks-0)

[smart choices in AI: how to evaluate consumer research AI tools](https://www.playinnovation.com.au/blog/smart-choices-in-ai)

[the art of failing forward into successful NPD innovation](https://www.playinnovation.com.au/blog/failing-forward-into-successful-npd-innovation)

### play perspectives

[get to market faster with innovation sprints](https://www.playinnovation.com.au/blog/get-to-market-faster-with-innovation-sprints)

[reaching new highs: Australia's cannabis industry](https://www.playinnovation.com.au/blog/australia-cannabis-industry-excerpt)

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## [hey Google, how do I use a smart speaker to enrich consumer research? ![Arrow](https://www.playinnovation.com.au/hubfs/_PlayMR%202020/Solutions/arrow-left.png)](https://www.playinnovation.com.au/blog/how-to-use-smart-speakers-for-consumer-research)

## [how to find your product's sweet spot with rapid sensory research ![Arrow](https://www.playinnovation.com.au/hubfs/_PlayMR%202020/Solutions/arrow-left.png)](https://www.playinnovation.com.au/blog/how-rapid-sensory-profiling-can-help-you-find-your-sweet-spot)

## [top natural trends for 2020 ![Arrow](https://www.playinnovation.com.au/hubfs/_PlayMR%202020/Solutions/arrow-left.png)](https://www.playinnovation.com.au/blog/natural-trends-2020)

## [gen z to boomers: how to market to every age ![Arrow](https://www.playinnovation.com.au/hubfs/_PlayMR%202020/Solutions/arrow-left.png)](https://www.playinnovation.com.au/blog/how-to-market-to-every-age-report)

## [the future looks rosé: top alcohol trends in a pandemic ![Arrow](https://www.playinnovation.com.au/hubfs/_PlayMR%202020/Solutions/arrow-left.png)](https://www.playinnovation.com.au/blog/alcohol-trends-and-tips-for-a-post-pandemic-world)

## [video: all you need to know about in-home product testing in 3 minutes ![Arrow](https://www.playinnovation.com.au/hubfs/_PlayMR%202020/Solutions/arrow-left.png)](https://www.playinnovation.com.au/blog/video-in-home-product-testing-101)

## [get to market faster with innovation sprints ![Arrow](https://www.playinnovation.com.au/hubfs/_PlayMR%202020/Solutions/arrow-left.png)](https://www.playinnovation.com.au/blog/get-to-market-faster-with-innovation-sprints)

## [video: FMCG trends and tips to gain a competitive edge during a crisis ![Arrow](https://www.playinnovation.com.au/hubfs/_PlayMR%202020/Solutions/arrow-left.png)](https://www.playinnovation.com.au/blog/fmcg-trends-tips-to-gain-a-competitive-edge)

## [how you can nail your online offering with digital shopper ![Arrow](https://www.playinnovation.com.au/hubfs/_PlayMR%202020/Solutions/arrow-left.png)](https://www.playinnovation.com.au/blog/how-you-can-nail-your-online-offering-with-digital-shopper)

## [solved: how to build a powerful brand ![Arrow](https://www.playinnovation.com.au/hubfs/_PlayMR%202020/Solutions/arrow-left.png)](https://www.playinnovation.com.au/blog/build-a-powerful-brand-report-excerpt)

## [3 ways sensory research safeguards success ![Arrow](https://www.playinnovation.com.au/hubfs/_PlayMR%202020/Solutions/arrow-left.png)](https://www.playinnovation.com.au/blog/3-ways-sensory-research-safeguards-success)

## [the biggest alcohol trends for 2020 ![Arrow](https://www.playinnovation.com.au/hubfs/_PlayMR%202020/Solutions/arrow-left.png)](https://www.playinnovation.com.au/blog/the-biggest-alcohol-trends-for-2020)

## [reaching new highs: Australia’s cannabis industry ![Arrow](https://www.playinnovation.com.au/hubfs/_PlayMR%202020/Solutions/arrow-left.png)](https://www.playinnovation.com.au/blog/australia-cannabis-industry-excerpt)

## [innovating in a complex category ![Arrow](https://www.playinnovation.com.au/hubfs/_PlayMR%202020/Solutions/arrow-left.png)](https://www.playinnovation.com.au/blog/case-studies/innovating-in-a-complex-category)

## [5 ways to deliver effective sensory research (without blowing the budget) ![Arrow](https://www.playinnovation.com.au/hubfs/_PlayMR%202020/Solutions/arrow-left.png)](https://www.playinnovation.com.au/blog/5-ways-to-deliver-sensory-research-without-blowing-the-budget)

## [5 top tips for a successful seasonal pack promotion ![Arrow](https://www.playinnovation.com.au/hubfs/_PlayMR%202020/Solutions/arrow-left.png)](https://www.playinnovation.com.au/blog/5-tips-for-successful-seasonal-packaging)

## [how to build a sensory story at the largest CLT facility in Australia ![Arrow](https://www.playinnovation.com.au/hubfs/_PlayMR%202020/Solutions/arrow-left.png)](https://www.playinnovation.com.au/blog/sensory-research-largest-clt-facility-in-australia)

## [optimise path to purchase and protect your margins ![Arrow](https://www.playinnovation.com.au/hubfs/_PlayMR%202020/Solutions/arrow-left.png)](https://www.playinnovation.com.au/blog/shopper-research-optimising-path-to-purchase-and-protecting-your-margins)

## [how eye-tracking will transform your shopper research ![Arrow](https://www.playinnovation.com.au/hubfs/_PlayMR%202020/Solutions/arrow-left.png)](https://www.playinnovation.com.au/blog/eyetracking-will-transform-your-shopper-research)

## [why mini in-home usage trackers should be in your budget ![Arrow](https://www.playinnovation.com.au/hubfs/_PlayMR%202020/Solutions/arrow-left.png)](https://www.playinnovation.com.au/blog/why-in-home-usage-trackers-should-be-in-budget)

## [stretching beyond a brand's heartland ![Arrow](https://www.playinnovation.com.au/hubfs/_PlayMR%202020/Solutions/arrow-left.png)](https://www.playinnovation.com.au/blog/case-studies/stretching-beyond-a-brands-heartland)

## [Gen Z vs. Millennials: 6 ways they’re different ![Arrow](https://www.playinnovation.com.au/hubfs/_PlayMR%202020/Solutions/arrow-left.png)](https://www.playinnovation.com.au/blog/gen-z-vs.-millennial-consumers-6-ways-theyre-different)

## [sustainability: getting the green light from consumers ![Arrow](https://www.playinnovation.com.au/hubfs/_PlayMR%202020/Solutions/arrow-left.png)](https://www.playinnovation.com.au/blog/sustainability-getting-the-green-light-from-consumers)

## [how to minimise risk for new product launches ![Arrow](https://www.playinnovation.com.au/hubfs/_PlayMR%202020/Solutions/arrow-left.png)](https://www.playinnovation.com.au/blog/case-studies/how-to-minimise-risk-for-product-launches)

## [how to effectively present and share insights within your organisation ![Arrow](https://www.playinnovation.com.au/hubfs/_PlayMR%202020/Solutions/arrow-left.png)](https://www.playinnovation.com.au/blog/how-to-effectively-present-and-share-insights-within-your-organisation)

## [achieving faster sensory analysis with product clinics ![Arrow](https://www.playinnovation.com.au/hubfs/_PlayMR%202020/Solutions/arrow-left.png)](https://www.playinnovation.com.au/blog/fmcg-research-achieving-fast-track-sensory-analysis-with-product-clinics)

## [5 ways to get your product into consumers' healthy routines ![Arrow](https://www.playinnovation.com.au/hubfs/_PlayMR%202020/Solutions/arrow-left.png)](https://www.playinnovation.com.au/blog/fmcg-trends-how-to-get-your-product-into-consumers-healthy-routines)

## [getting into the online shopper's basket ![Arrow](https://www.playinnovation.com.au/hubfs/_PlayMR%202020/Solutions/arrow-left.png)](https://www.playinnovation.com.au/blog/retail-trends-getting-into-the-online-shoppers-basket)

## [natural trends: connecting with these consumers ![Arrow](https://www.playinnovation.com.au/hubfs/_PlayMR%202020/Solutions/arrow-left.png)](https://www.playinnovation.com.au/blog/fmcg-trends-connecting-with-your-consumers-its-only-natural)

## [FMCG trends: the future of soft drinks ![Arrow](https://www.playinnovation.com.au/hubfs/_PlayMR%202020/Solutions/arrow-left.png)](https://www.playinnovation.com.au/blog/fmcg-trends-the-future-of-soft-drinks)

## [video: the benefits of making market research more human ![Arrow](https://www.playinnovation.com.au/hubfs/_PlayMR%202020/Solutions/arrow-left.png)](https://www.playinnovation.com.au/blog/video-research-the-benefits-of-making-market-research-more-human-case-study)

## [concept testing: the basics ![Arrow](https://www.playinnovation.com.au/hubfs/_PlayMR%202020/Solutions/arrow-left.png)](https://www.playinnovation.com.au/blog/concept-testing-the-basics)

## [sensory research: back to basics ![Arrow](https://www.playinnovation.com.au/hubfs/_PlayMR%202020/Solutions/arrow-left.png)](https://www.playinnovation.com.au/blog/sensory-research-the-basics)

## [alcohol trends: tapping into health conscious drinkers ![Arrow](https://www.playinnovation.com.au/hubfs/_PlayMR%202020/Solutions/arrow-left.png)](https://www.playinnovation.com.au/blog/alcohol-trends-tapping-into-health-conscious-drinkers)

## [innovation research: consumer-led product design ![Arrow](https://www.playinnovation.com.au/hubfs/_PlayMR%202020/Solutions/arrow-left.png)](https://www.playinnovation.com.au/blog/innovation-research-consumer-led-product-design)

## [packaging research: back to basics ![Arrow](https://www.playinnovation.com.au/hubfs/_PlayMR%202020/Solutions/arrow-left.png)](https://www.playinnovation.com.au/blog/packaging-research-the-basics)

## [FMCG trends: the rise of small, innovative wellness businesses ![Arrow](https://www.playinnovation.com.au/hubfs/_PlayMR%202020/Solutions/arrow-left.png)](https://www.playinnovation.com.au/blog/fmcg-trends-the-rise-of-innovative-niche-wellcare-players)

## [FMCG trends: adapting to an older market ![Arrow](https://www.playinnovation.com.au/hubfs/_PlayMR%202020/Solutions/arrow-left.png)](https://www.playinnovation.com.au/blog/fmcg-trends-adapting-to-an-older-market)

## [FMCG trends: the snacking revolution ![Arrow](https://www.playinnovation.com.au/hubfs/_PlayMR%202020/Solutions/arrow-left.png)](https://www.playinnovation.com.au/blog/fmcg-trends-the-snacking-revolution)

## [shopper trends: the changing face of Australia ![Arrow](https://www.playinnovation.com.au/hubfs/_PlayMR%202020/Solutions/arrow-left.png)](https://www.playinnovation.com.au/blog/shopper-trends-the-changing-ethnic-face-of-australia)

## [retail trends: leveraging the Chinese 'daigou' shopper opportunity ![Arrow](https://www.playinnovation.com.au/hubfs/_PlayMR%202020/Solutions/arrow-left.png)](https://www.playinnovation.com.au/blog/retail-trends-leveraging-the-chinese-daigou-shopper-opportunity)

## [FMCG trends: adapting to plant-based consumer demand ![Arrow](https://www.playinnovation.com.au/hubfs/_PlayMR%202020/Solutions/arrow-left.png)](https://www.playinnovation.com.au/blog/fmcg-trends-adapting-to-plant-based-consumer-demand)

## [packaging research: the e-commerce difference ![Arrow](https://www.playinnovation.com.au/hubfs/_PlayMR%202020/Solutions/arrow-left.png)](https://www.playinnovation.com.au/blog/packaging-research-the-e-commerce-difference)

## [shopper research: applying semiotics for packaging success ![Arrow](https://www.playinnovation.com.au/hubfs/_PlayMR%202020/Solutions/arrow-left.png)](https://www.playinnovation.com.au/blog/shopper-research-applying-semiotics-for-packaging-success)

## [shopper research: how fear influences purchase decisions ![Arrow](https://www.playinnovation.com.au/hubfs/_PlayMR%202020/Solutions/arrow-left.png)](https://www.playinnovation.com.au/blog/shopper-research-how-fear-influences-purchase-decisions)

## [product testing: start ABC testing your product ![Arrow](https://www.playinnovation.com.au/hubfs/_PlayMR%202020/Solutions/arrow-left.png)](https://www.playinnovation.com.au/blog/product-testing-what-is-abc-testing)

## [shopper research: packaging - mind hack your shopper ![Arrow](https://www.playinnovation.com.au/hubfs/_PlayMR%202020/Solutions/arrow-left.png)](https://www.playinnovation.com.au/blog/shopper-research-packaging-mind-hack-your-shopper)

## [product testing: is an in-home usage test the solution? ![Arrow](https://www.playinnovation.com.au/hubfs/_PlayMR%202020/Solutions/arrow-left.png)](https://www.playinnovation.com.au/blog/product-testing-is-an-in-home-usage-test-the-solution)

## [shopper research: the paradox of choice ![Arrow](https://www.playinnovation.com.au/hubfs/_PlayMR%202020/Solutions/arrow-left.png)](https://www.playinnovation.com.au/blog/shopper-research-the-paradox-of-choice)

## [putting sydney’s paddy’s market on the map ![Arrow](https://www.playinnovation.com.au/hubfs/_PlayMR%202020/Solutions/arrow-left.png)](https://www.playinnovation.com.au/blog/case-studies/putting-sydneys-paddys-market-on-the-map)

## [coffee: enabling a strategic product call at lightning speed ![Arrow](https://www.playinnovation.com.au/hubfs/_PlayMR%202020/Solutions/arrow-left.png)](https://www.playinnovation.com.au/blog/case-studies/enabling-a-strategic-product-call-in-less-than-24-hours)

## [wild turkey bourbon wins with new pack design ![Arrow](https://www.playinnovation.com.au/hubfs/_PlayMR%202020/Solutions/arrow-left.png)](https://www.playinnovation.com.au/blog/case-studies/wild-turkey-wins-with-new-pack-design)

## [market segmentation: the Millennial mishap ![Arrow](https://www.playinnovation.com.au/hubfs/_PlayMR%202020/Solutions/arrow-left.png)](https://www.playinnovation.com.au/blog/market-segmentation-the-millennial-mishap)

## [the beginner's guide to: animated concept testing ![Arrow](https://www.playinnovation.com.au/hubfs/_PlayMR%202020/Solutions/arrow-left.png)](https://www.playinnovation.com.au/blog/the-beginners-guide-to-animated-concept-testing)

## [co-creation: the secret to better packaging design ![Arrow](https://www.playinnovation.com.au/hubfs/_PlayMR%202020/Solutions/arrow-left.png)](https://www.playinnovation.com.au/blog/co-creation-the-secret-to-better-packaging-design)

## [packaging matters: new 'country of origin' food labels ![Arrow](https://www.playinnovation.com.au/hubfs/_PlayMR%202020/Solutions/arrow-left.png)](https://www.playinnovation.com.au/blog/packaging-matters-new-country-of-origin-food-labels)

## [naming research: is your product name a winner? ![Arrow](https://www.playinnovation.com.au/hubfs/_PlayMR%202020/Solutions/arrow-left.png)](https://www.playinnovation.com.au/blog/naming-research-is-your-brand-name-easy-to-digest)

## [food trends: the reduced sugar rush ![Arrow](https://www.playinnovation.com.au/hubfs/_PlayMR%202020/Solutions/arrow-left.png)](https://www.playinnovation.com.au/blog/food-trends-the-reduced-sugar-rush)

## [chocolate trends: a sweet or sticky situation? ![Arrow](https://www.playinnovation.com.au/hubfs/_PlayMR%202020/Solutions/arrow-left.png)](https://www.playinnovation.com.au/blog/chocolate-trends-a-sweet-or-sticky-situation)

## [it's 'go time' for convenience retailers ![Arrow](https://www.playinnovation.com.au/hubfs/_PlayMR%202020/Solutions/arrow-left.png)](https://www.playinnovation.com.au/blog/its-go-time-for-convenience-retailers)

## [online qual research: context collapse ![Arrow](https://www.playinnovation.com.au/hubfs/_PlayMR%202020/Solutions/arrow-left.png)](https://www.playinnovation.com.au/blog/online-qual-research-context-collapse)

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{
  "@context": "https://schema.org",
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  "name": "Play Market Research",
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}
```