Concept testing
Filter and prioritise product ideas before you invest in development.
Use cases
Put the consumer’s voice into every decision.
Concepts, packs, prices, promotions, ads: test them on a synthetic population in hours, and keep a panel that answers wave after wave.
Applications
What teams test with HumanONE.
Every test returns segmented results. Here, the same price increase lands very differently on two segments.
Product, offer & packaging
Compare designs and claims, and predict their impact at the point of sale.
UI & UX testing
Show prototypes, screens and user flows to spot friction, confusing headlines, weak calls to action and drop-off points.
Brand promise & purchase barriers
Check that a promise is distinct and credible, and pinpoint the rational, emotional, cultural or price barriers before launch.
Promotional effectiveness
Simulate promo mechanics and discount depth before rollout.
Ad pre-testing
Evaluate headlines, scripts and visuals across audiences before media spend.
Three ways to work
From a single study to a panel you own.
01
One-shot population
A population built for a specific question.
- Simulated qualitative research
- Concept testing
- Message testing
- Augmented quantitative research
02
Dedicated panel
A persistent synthetic panel you can question at any time.
- Unlimited access, with no recruitment and no incentives
- Panel boost to enrich your real panel
- Rare subgroups: minorities, niche and hard-to-reach audiences
03
Personas & digital twins
Rich profiles to inspire and align your teams.
- Multidimensional consumer personas
- Behavioural segmentation and typologies
- Simulated UX and interface testing
- 70–90%lower cost than traditional fieldwork
- Hoursinstead of weeks
- Unlimitedscenarios and iterations
- No personal datarequired, by design
Case studies
Real questions, answered by synthetic populations.
Banking use case · Small merchants
Why do small merchants still say no to card terminals?
“The money is in hand: no waiting, no network, no battery, no breakdowns.”
Our synthetic merchants, such as Rachid, a neighbourhood grocer in Abu Dhabi with 15 years behind the counter, showed that rejecting a POS terminal isn’t rejecting cards. It is a choice to keep control of cash flow and keep things simple. The study surfaced seven converging reasons, from fees that eat into thin margins to forced traceability.
Conditions for adoption
- 01Zero subscription, zero hidden fees
- 02Same-day (D0) or next-day settlement
- 03A reliable terminal and responsive support
- 04Clear protection against disputes
Retail use case · Beauty & personal care
“When it comes to my face, I don’t trust the supermarket.”
A simulated qualitative study mapped where women buy beauty products. The chosen channel depends on perceived risk. Everyday essentials such as hygiene, hair care and low-cost makeup stay in mass retail. Facial sunscreen, active treatments, foundation and perfume move to pharmacies and specialist stores.
Levers to win back the aisle
- 01Clean, sealed and organised displays
- 02Hygienic testers and sealed samples
- 03Daylight lighting and mirrors
- 04Shade ranges for medium and olive skin tones
Concept preference by segment illustrative
Urban 18–34
Urban 35+
Rural 18–34
Engaged fans
Concept AConcept BConcept C
Illustrative mini case · Beverage
Three ad concepts and two “supporter edition” packs, ranked in 48 hours
- The needTest three ad concepts and two limited-edition packs before launch.
- The approach20,000 synthetic fans, segmented by city, age and level of fan engagement.
- In 48 hoursConcepts ranked by segment, winning pack identified, optimal price estimated.
- The impactMedia budget focused on the concept that resonates most with urban 18–34s, without prior fieldwork.
Tested and validated by teams in
- Food & FMCG
- Banking & insurance
- Pharmaceuticals
- Retail
- Transportation
- Radio, press & TV groups
- Digital media
- Media & creative agencies
- Research institutes
- Consulting firms
See your market answer, live.
A 30-minute walkthrough of a synthetic population working on your category, in your market.