Real reactions in real homes, on the devices people actually use.
Concept testing in Indeemo means asynchronous, in-context evaluation of concepts, ads, packaging and propositions, on the participant's own device, in their own home, with first-reaction selfie video and structured ratings.
Concept testing for innovation, brand, and creative teams
Three things concept testing in Indeemo gives you that focus groups can't
First reactions, captured before the room shapes them
In a focus group, participants negotiate their reaction with the room. By the time the moderator asks, the answer is shaped by what other people said. Indeemo captures the first reaction, alone, on selfie video, before social filtering kicks in.
In real life, where the concept will actually live
A concept on a screen in a hotel meeting room reads differently than the same concept on a phone in someone's kitchen. Indeemo evaluates concepts in the environment they'll actually live in: the home, the commute, the morning routine.
Concepts at speed, decisions at scale
Multiple concepts evaluated by dozens of participants across several markets, in days. Quant ratings, qual selfie video, and AI theme detection together. The depth of qual, the scale of quant, the speed of digital.
A concept testing study, end to end
How Indeemo fits concept testing
What a researcher actually configures
Sample reaction task
A concept exposure with a selfie reaction, in randomised order. "We've sent you three concepts. Look at each one for one minute, your real reaction, in real time. Then tell us in 30 seconds: which one made you feel something, and why."
Sample sentiment task
A sentiment rating plus an open-text note, captured per concept. "After each concept, rate how it makes you feel (1 to 5). Then a one-line written note: which one would actually make you change your behaviour?"
Sample analysis output
A cross-concept ranking with a qual theme map. "Concept B: highest appeal (4.2 avg), but lowest distinctiveness (2.8). Concept C: lower appeal (3.6), higher distinctiveness (4.4). Theme: B is comfortable, C is provocative. Which is the brief?"
"We can say to people, just go wild, use it as you would use it, do whatever works for you, and just report back honestly to us. That's probably the closest we can get to finding out what people actually do in the real world."
Built for teams testing the next thing
Product & Innovation
Concepts ranked, with reasons. Move from idea to decision in days, with data your stakeholders can watch.
Brand & Marketing
Test ads, packs, propositions and names, with first-reaction selfie evidence the brand team can stand behind.
Insights & Research
Replace focus-group rounds with async, in-context evaluation. Same depth, more scale, fewer logistics.
Adjacent methods researchers run alongside concept testing
Concept Testing, answered
See concept testing in action.
Book a demo and we'll walk you through a real Indeemo concept test, from task design to ranked concept reel.
