Category Norms
We benchmark your concept scores against hundreds of previous tests — so you know if 38% top-box is strong or weak for your category.
Research Solutions
Concept Testing in Poland
Test your product, packaging, or ad concept with real consumers before committing production budgets
From Gut Feeling to Evidence-Based Decisions
You have a concept. Your team loves it. But will consumers pay for it? Concept testing answers that question with data, not opinions. We present your idea — as a description, mockup, prototype, or digital render — to 200–500 target consumers who evaluate it on the dimensions that predict market success: purchase intent, perceived value, differentiation, credibility, and emotional appeal. The result? A go/no-go decision backed by evidence, not gut feeling.
Monadic, Sequential & Comparative Designs
Three designs for different questions. In monadic testing, each respondent evaluates one concept — giving you clean, unbiased absolute scores ideal for comparing against category norms. In sequential monadic design, respondents see 2–4 concepts in rotated order — efficient when you need to test multiple variants on a single sample. In direct comparison (A/B testing), respondents choose between concepts head-to-head — the fastest way to identify a winner when you have a shortlist.
What We Measure — The Scorecard
What we measure. Every concept test produces a standardised scorecard: overall appeal, purchase intent (top-2-box), uniqueness vs. competition, price-value perception, message clarity, and emotional resonance. We benchmark your scores against Fieldstat’s proprietary norms built from hundreds of previous tests — so you know whether your 38% top-box purchase intent is strong or weak for your category.
Speed — Results from 7 Days
Speed and scale. Online concept tests on our 75,500-member NPB panel deliver results in 7–10 business days. For physical prototypes requiring sensory evaluation, we run CLT or hall tests. For early-stage creative exploration, we combine concept testing with focus groups to understand the “why” behind the scores.
The ROI of Testing Early
The ROI of testing early. Industry data shows that products validated through concept testing are 2–3x more likely to succeed at launch. The cost of a concept test (PLN 15,000–40,000) is a fraction of a failed product launch (hundreds of thousands in wasted production, distribution, and marketing). Test early, test often, launch with confidence.
Market in Numbers
200–500
target consumers per test
7–10 days
typical online test turnaround
2–3x
higher launch success rate with testing
3 designs
monadic, sequential & comparative
Sources: Nielsen NPD benchmarks, Fieldstat project data
Concept Test Designs at a Glance
| Design | How It Works | Best For | Sample Needed |
|---|---|---|---|
Monadic |
Each respondent evaluates 1 concept |
Absolute scores, norm comparison |
N=150–300 per concept |
Sequential monadic |
Each respondent evaluates 2–4 concepts (rotated) |
Multiple concepts, budget-efficient |
N=200–400 total |
Comparative (A/B) |
Respondent compares concepts head-to-head |
Shortlist winner identification |
N=200–300 total |
Qualitative + quant |
Focus groups + survey validation |
Early-stage exploration + validation |
N=4–6 groups + N=200 survey |
Sample Research Questions
Which of the three product concepts has the greatest market potential?
Is the new service concept clear and attractive to the target group?
Jaka jest optymalna cena dla nowego concept?
Czy komunikacja marketingowa trafnie przekazuje kluczowe benefity?
What concept modifications would increase purchase intent?
Why Fieldstat?
7-Day Turnaround
Online tests on our NPB panel deliver validated results in 7–10 business days. Rush projects in 5 days.
Physical + Digital
We test everything from text descriptions to packaging mockups, digital renders, functional prototypes, and food/beverage formulas.
Go/No-Go Clarity
Our reports include a clear recommendation: launch, optimise, or kill — with the data to support the decision.
Flexible Budgets
Projects from PLN 15,000 for online tests to PLN 50,000+ for multi-concept studies with norm benchmarking.
Benefits
- Evidence-based go/no-go decisions before production investment
- Standardised scorecard: appeal, purchase intent, uniqueness, value
- Benchmarked against Fieldstat’s proprietary category norms
- Test 1–5 concepts in a single project with rotation design
- Online delivery in 7–10 days via 75,500-member NPB panel
- Physical prototype testing via CLT and hall test formats
- Qualitative depth available via focus group add-on
- 2–3x higher launch success rate with pre-market validation
Applications
New product concepts (FMCG, pharma, tech, fintech)
Packaging design and visual identity variants
Advertising creative and campaign concepts
Brand names, logos, and taglines
Service and pricing model concepts
Product line extensions and flavour variants
B2B product and solution concepts
Implementation Process
1
Concept Preparation
We align on concepts to test, evaluation criteria, and the optimal test design (monadic, sequential, comparative).
2
Questionnaire & Sample
We build a standardised evaluation questionnaire and recruit target consumers from our NPB panel or field network.
3
Concept Exposure
Respondents evaluate concept(s) online, in-studio (CLT), or at home (HUT) — depending on the stimulus format.
4
Benchmarked Analysis
We score results against category norms, identify strengths/weaknesses, and model purchase intent conversion.
5
Go/No-Go Report
You receive a clear recommendation with scorecard, competitive benchmarks, and optimisation guidelines.
Frequently Asked Questions
How many concepts can I test simultaneously?
Typically 1–5. For 2–4, sequential monadic design is most efficient. For 5+, we split into waves or use a MaxDiff approach.
How long does a concept test take?
Online tests: 7–10 business days. CLT/hall tests with physical prototypes: 2–3 weeks. Rush online projects: 5 days.
How much does concept testing cost in Poland?
Online concept tests start from PLN 15,000. CLT-based tests with physical stimuli from PLN 25,000. Multi-concept projects with norm comparison typically range PLN 25,000–50,000.
What’s the difference between monadic and comparative testing?
Monadic gives you absolute scores (benchmarkable against norms). Comparative gives you a relative winner. We recommend monadic for strategic decisions and comparative for final shortlist selection.
Can I test physical prototypes?
Yes. For food, beverages, cosmetics, and physical products, we run CLT (Central Location Tests) or hall tests where respondents interact with the actual product.
Do you have category norms?
Yes. Our norms database covers FMCG, pharma, fintech, telecom, food & beverage, and personal care. We can tell you how your concept compares to others in your category.
What is concept testing and when should I use it?
Concept testing evaluates new product, packaging, or communication ideas with real consumers before launch. Use it whenever an investment decision exceeds PLN 100K or involves significant brand risk.
How many concepts can be tested in a single study?
Typically 3–6 concepts per study using monadic or sequential monadic designs. More concepts require larger samples to maintain statistical power.
How long does concept testing take in Poland?
Online concept tests on the NPB Panel deliver results in 7–10 business days. Qualitative-first approaches take 2–3 weeks.
Industry Sources & Standards
External sources and industry organizations related to this research method:
Related Sectors
This solution is most frequently applied in the following industries: