Concept Testing

Is your new concept good enough? Are you sure you have chosen the best one? How do you know if the chosen concept is effective? Will it achieve its objectives? Will the concept be memorable for the consumer?

You can find out by testing your concept with fMRI. With fMRI, you're evaluating your concept directly using brain data. It's the best way to predict the effects of your concept and save on unnecessary production costs.

Concept testing with fMRI: fast turnaround - results within 3 working days.

Proven to be effective

10+ yearsresearch

200+ concepts tested

fMRI research in the brain

Your concept will be tested with Neuro Concept Testing. This tool is based on scientifically proven methods. We have constructed and optimised this tool for 10+ years with 200+ concepts tested with fMRI.

We guarantee that the insights provided by Neuro Concept Testing will significantly improve your campaign results.

Why use Neuro Concept Testing?

Concept Testing is a pre-test for concepts on commercials, films and videos. It can also be used for ads and banners.

It provides insight and predicts the effects of your future ad.
With these insights, you can adjust and improve the concept before it is produced, saving you unnecessary production costs.
It can be used to compare between multiple concepts to pick the most effective one.
It can evaluate if the concept fits your brand.
It can be used to optimise the concept.

fMRI concept testing market research

Concept Testing with fMRI

We will create a moving story board based on sketches provided by you. Together with a descriptive voice-over, the concept comes to life in the mind of the viewer. The concept is then tested while the viewer watches it in the MRI scanner.

Find out why fMRI is good at predicting effectiveness in the published paper below.

Eye Tracking
Simultaneously, eye tracking is used to follow viewers' attention and observe the ad/concept elements they find attractive.

Concept testing - which concept scores best? market research

Which concept scores best?
If you test different concepts, you'll gain insights into which one performs best and you can optimise your campaign without overspending on production.

Concept testing predicts purchase intention market research

Predicting purchase intention
The results from your tested ad are compared with our benchmark for Effective, Likeable and Annoying ads and concepts. The degree of correlation between the results of your tested ad and our benchmark predicts consumers' purchase intention.

Online panel in Concept Testing Market Research

Online panel for further interpretation of results
An online panel is used for the interpretation of the ad's test results: why are specific emotions activated or not activated? Additionally, we also measure more traditional KPIs, such as message transfer, brand connection and understanding of the ad or the concept.

What does it get you?

Within 3 working days you will receive:

A personal presentation of the tested concepts, including the fMRI results, the Eye Tracking analysis and the results of the online questionnaire.
A report containing the unique insights on the brains of your target group(s). You see exactly whether (and to what extent) the concept is able to activate the brain areas relevant for activating consumer behaviours.
Advice on how to optimise the concept and relevant factors to pay attention towards during production. During our discussions, we can also involve external stakeholders such as the advertising agency.
With the insights come learnings. Together with our own learnings from over 150 concept tests, you will learn what can be improved or retained for future campaign development.