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Qualitative Product Concept Exploration

What is it?

A qualitative Product Concept Exploration is a research methodology that is used to refine and mature product concepts based on consumer feedback. ​


Product concepts usually contain written text, drawings/visuals, or 3D renders that explain what the concept is about. It can also be a prototype. To gather concept feedback we often use (online or offline) interviews and focus groups.

​Why is it important?

Qualitative Product Concept Explorations help you to test and refine concepts with consumers by gathering feedback on features, design, pricing, and other aspects of the concept.


For prototypes, you additionally gather feedback on usability and functionality. This can help to identify areas for improvement and guide further product development.

When should you use it ?

Once initial product concepts have been developed Qualitative Product Concept Explorations are initiated to optimize concepts and protoypes.

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What Our Clients Say

Very flexible and know how to deal with ever-changing questions.

Case Studies

Fast-paced Marcom Propositions

Fast-paced testing of marcom propositions


Helping a large international brewer to gain insights from their consumers in a fast and effective way.

Smart E-bike Service

Smart e-bike service proposition design


Designing a new data-driven e-bike service proposition that would reach different types of e-bike consumers.

International Audio Company

Communication of innovative products for an international audio company


From survey development to results in 48h for quick and consumer centric communication strategies.

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