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MindMeasure™ Concept Testing

Identify the breakthrough ideas that can dramatically improve innovation productivity

Only one of ten new products is successful…

Current testing eliminates the worst ideas, as well as the breakthrough concepts…

Development cycles are too long and the evaluation process is seriously flawed…

MindMeasure™ Concept Testing:

  • Quantifies non-conscious appeal, emotional resonance, Brand Fit of new ideas.
  • Provides quantitative, analytically rigorous testing of concepts early in the development cycle.
  • Identifies ideas with strongest potential for staying power in the marketplace.
  • Provides rich diagnostics to enhance the performance of your best ideas.

Rigorously Measuring the Non-Conscious

Over 85% of consumer buying behavior is driven by the non-conscious, yet virtually all of the insights used to drive decision-making come from measurement of the 15% that is conscious. 

Utilizing advances that have taken place in the medical, neurological and social sciences, Buyology has developed statistically rigorous, large-sample, web-based tools to quantitatively measure and leverage consumers’ deeper preferences and the drivers of buying decisions.

Non-Conscious Concept Testing

Less than 10% of all new products produce sufficient ROI to survive past the third year.

Because of the huge investment involved in the launch of new products, marketers routinely deploy disciplined concept screening and evaluation prior to launch.  Unfortunately, these current approaches are not resulting in adequate success.

The three major impediments to new product success are (1) overly rational evaluation processes; (2) long new product development cycles; (3) a product refinement process that is likely to eliminate the top and bottom tails – the dogs, as well as the breakthrough concepts that have the power to achieve extraordinary success. 

Conscious testing often results in the majority of innovation focusing on the more conservative concepts that, while safe, offer limited upside potential.

Rigorously measuring the 85% of consumer decision-making that’s non-conscious will significantly enhance the evaluation and optimization of new product ideas. 

Respondents are much less likely to eliminate breakthrough ideas when we measure how they “feel” (non-consciously) about them rather than what they “think” (consciously) about them. 

MindMeasure™ provides:

  • Web-based proprietary response time technology and analytics, conducted among 400 target respondents.
  • Large sample, statistically reliable, validated non-conscious concept testing that measures concept preference and brand fit.
  • Visual diagnostics illustrating the deeper emotional resonance and relative strengths of alternative concepts. 

MindMeasure™ identifies:

  • Which concept best fits your brand.
  • Which concept has the most powerful appeal to your target.
  • What’s working within and across the most appealing concepts.
  • How to enhance the preferred concepts and their fit with your brand.


MindMeasure™ Non-Conscious Concept Test


Preference Battery
After having their computers automatically calibrated, and participating in a learning exercise, respondents evaluate each of the concepts across the battery of preference measures.  They’re able to study each concept for as long as they like, and are then presented with preference attribute pairs.  We capture their overall pre-conscious choices and their time to make each choice. The quicker a choice is made, the more deep-seated the preference.

Brand Fit
We then re-present the concepts, one at a time, accompanied by pairs of comparable brands, including your brand.  We measure and report the relative level of brand fit for each of the concepts shown.


Brand Preference
(For each concept)

Battery Brand Preference vs. Brand Fit
(Across all 8 concepts)

Image Diagnostics
We re-present the concepts one last time, accompanied by images from our global image library, to determine: (1) which images best match each concept (2) which images are similar across the concepts (3) which images are distinct to each concept.  Leveraging our semiotic analysis of these images, we provide deep insight into the non-conscious respondent “takeaways” and suggest opportunities for concept enhancement.

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