Make the right bet on your next big innovation with advanced concept testing.

CRG Predictive Intelligence’s concept testing platform uses a validated behavior-based algorithm to identify winning concepts and early-stage ideas with proven 90% accuracy.

What is concept testing?

Concept testing is a market research approach designed to screen and validate early-stage ideas, concepts, products or services before they are launched to market. Through concept testing, businesses can determine how likely a proposed product, service, idea or concept is to succeed among the target market. The insights gained during the concept testing phase are used to refine, prioritize or eliminate potential options early, narrowing the pipeline so that resources can be directed at concepts that are more appealing to consumers. Data generated during concept testing drives informed decision-making throughout the development lifecycle, minimizing risk and optimizing resource allocation.

The benefits of testing concepts and early-stage ideas

Concept testing delivers a host of important benefits for companies looking to make clear, correct decisions at every stage of the development lifecycle.

Determine where to invest


By testing concepts and early-stage ideas, you can determine exactly where to invest your resources for maximum ROI and guaranteed in-market success.

Decide with confidence


No more guesswork. With the right concept testing tool, every decision you make is validated and backed by sound data. 

Narrow the pipeline early


Test, evaluate, and rationalize early-stage ideas to identify likely winners. Fail fast on concepts that don’t rank as highly. 


Faster insights for agile pivots


Concept testing delivers critical insights in a fraction of the time so that you can adapt, adjust or pivot swiftly, before incurring further investment costs.

Minimize risk


Validate concepts early to minimize risk, optimize resource allocation and boost your likelihood of in-market success.

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"Rethinking launch strategy."

The fact that an unexpected concept performed so strongly made us rethink our launch strategy and reorder the priority of our concept development.

Senior Brand Manager, Starbucks

Why trust CRG Predictive Intelligence for concept testing?

CRG Predictive Intelligence’s predictive market research solution is powered by HUUNU, the premier predictive intelligence platform since 2006. 

Purpose built
Purpose-built for accurate, granular outputs
CRG Predictive Intelligence’s concept testing platform is purpose-built to screen 5 to 100+ early-stage ideas against:
 - Purchase likelihood
 - Solves problem
 - Advantage
 - Target segment
 - Occasion
 - Needs 
 - Volume potential
Results are based on the collective judgment of prediction market participants, which are quantified in real-time and let you know exactly what action you should take next.
Rich, Accurate Insights
A prediction market methodology delivers rich, accurate insights


Humans are much better at predicting how others will behave. The HUUNU platform tests concepts and early-stage ideas in a prediction market, in which research participants are challenged to bet virtual currency on how they think others will respond to ideas, products, or events in areas in which they are already knowledgeable.


How much they bet tells us how sure they are. How fast they bet tells us how they feel about their choice. The result is an informed, contextualized prediction that draws on participants’ tacit knowledge, delivering richer, more accurate answers and reducing rational response bias.

Hidden Gem
Uncover hidden gems


Truly innovative ideas often score poorly in traditional market research methodologies. CRG Predictive Intelligence’s concept testing tool visualizes niche winners and hidden barriers that traditional methodologies miss by measuring the likelihood of each possible outcome, rather than forcing an “either/or” decision.

Fast and Flexible
Super fast, flexible, and cost-effective


CRG Predictive Intelligence’s concept testing solution is scalable, customizable, and significantly more cost effective than traditional methodologies.


Results are delivered in days, not weeks or months.

90% Accuracy Rate
We’re right 90% of the time
(and we can prove it)


Predictions are inevitably proven true or false in time. Over the last decade, post-launch research has proven our prediction market algorithm has a validated accuracy rate of 90%, 3 years out and beyond.

Qualitative & Quantitative
Qualitative AND quantitative insights


Participants are asked to justify their bets with a qualitative rationale for every question they answer, providing a wealth of insights invisible to quant-only methodologies. The voice of the consumer comes through, loud and clear, and what they have to say could make or break your launch.

Gather insights and test concepts with CRG Predictive Intelligence.


Reach out for a free demo today. We’ll show you how it works, no obligation.


Frequently asked questions about concept testing

What’s the process for concept testing with CRG Predictive Intelligence?


  • Get in touch and request a proposal.

  • We set up a discovery call with you to identify which decisions need to be made, and what your business objectives are.

  • We return a proposal, including the recommended questions, sample source/specifications, and the relevant deliverables.

  • Your questionnaire is programmed into the survey platform and enters the field for 2-7 days, depending on survey requirements.

  • Once the field is closed, you’ll receive topline data the next day, and the full report two days later.

What’s the difference between concept testing and product testing?


Concept testing and product testing are two different phases of the product development process. Concept testing happens in the early stages of the development lifecycle, before a prototype or product has been physically produced. Concept testing is used to evaluate the probable consumer response to a product idea before it has been created and introduced to the market. Once concept testing has been carried out, the winning product is moved to the next level of development. 

Once the product has been developed, it enters further market research testing phases, which are usually iterative to determine the best features, packaging, flavors, or variants. 

Why is testing concepts and early-stage ideas important?


Concept testing facilitates data-driven decision-making backed by validated research, which helps mitigate the risk of a failed launch or unsuccessful product, service, or idea down the line.

With the right concept testing tool, concept testing platform, or concept testing software, companies can determine the likelihood of success of an idea before investing heavily in a development process, optimizing resource allocation, and reducing the likelihood of sunk costs.

How would I use predictive intelligence to test ideas and concepts?


Predictive intelligence is a concept testing tool that allows you to screen and validate concepts, ideas, products and services in the early stages of development by trialing them in a prediction market. Predictive intelligence helps determine which options are most likely to succeed in-market, so you can prioritize and rationalize accordingly, then direct your resources toward developing winning concepts.

How quickly can I get responses?


CRG-Predictive Intelligence’s concept testing platform delivers results 72 hours after your survey has launched.