Research Playbooks

High level "how-to" briefs


Concept Value Testing

The goal of this research is to determine viability of product concepts and help provide guidance about what customer issues products should address.

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Ideally this is conducted with your Total Addressable Market, though alternatively you can conduct this among key sub-audiences.


Evaluating whether the core customer-facing benefits of a product idea connect with needs in the market.


When a product is in the early stage of development, before features are fully fleshed out, but when there is a cohesive idea of what the product will do.


To validate whether a conceptual idea will resonate with potential customers, including which parts resonate best and why.


This research typically asks audiences to react to and deep dive on a concept, though there are also revealed preference alternatives to this approach.