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Concept testing questions to ask before you build

A concept testing survey of 14 questions: two before the idea appears, twelve on how it lands.

  • 14questions
  • About 4 minto complete
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Concept Testing Survey · answer to move through it
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Question 1 of 14 Before the idea
How often do you buy or use [CATEGORY] yourself?
Weekly or more often
About once a month
A few times a year
Less often than that
Never
Question 2 of 14 Before the idea
The last time you needed something in this area, what did you do?
Bought something made for it
Used something else instead
Asked someone to do it for me
Did nothing about it
I have never needed anything in this area
Question 3 of 14 First reaction
Here is the idea: [YOUR IDEA IN A FEW LINES]. In your own words, what is this idea?
Question 4 of 14 First reaction
The description made it clear what this is.
1
2
3
4
5
Strongly disagreeStrongly agree
Question 5 of 14 Does it fit
This is meant for people like me.
1
2
3
4
5
Strongly disagreeStrongly agree
Question 6 of 14 Does it fit
This would deal with a real problem I have.
1
2
3
4
5
Strongly disagreeStrongly agree
Question 7 of 14 Does it fit
I believe it would work the way it is described.
1
2
3
4
5
Strongly disagreeStrongly agree
Question 8 of 14 Does it fit
There is nothing else available to me that does this.
1
2
3
4
5
Strongly disagreeStrongly agree
Question 9 of 14 Does it fit
This is worth going out of my way for.
1
2
3
4
5
Strongly disagreeStrongly agree
Question 10 of 14 The decision
If this were available today, would you get it?
Definitely would
Probably would
Might or might not
Probably would not
Definitely would not
Question 11 of 14 The decision
How often do you think you would use it?
Most days
Most weeks
A few times a year
Once, then probably not again
I would not use it
Question 12 of 14 In their words
What would have to be true before you would get it?
Question 13 of 14 In their words
How would you describe this to a friend in one sentence?
Question 14 of 14 Closing rating
Overall, this idea appeals to me.
1
2
3
4
5
Strongly disagreeStrongly agree

The 14 concept testing questions

A concept testing survey shows people an idea before it exists, in a few lines and perhaps one picture, and asks whether they understand it, see a use for it and would get it. These 14 questions check how people buy in the category first, then reveal the idea. They open ready to edit in our free survey builder.

Plain text, one question per line, with the answer scale.

Before the idea appears

Asked first, while they can still screen people in or out.

  1. How often do you buy or use [CATEGORY] yourself?Choose one
  2. The last time you needed something in this area, what did you do?Choose oneDoing nothing is the rival that most new ideas have to beat.

First reaction

The idea appears here, and understanding is checked before any liking question.

  1. Here is the idea: [YOUR IDEA IN A FEW LINES]. In your own words, what is this idea?Short text, optionalIf the answer describes something else, the description failed.
  2. The description made it clear what this is.5-point agree

Does it fit their life

Five statements on one agree scale, each a separate reason an idea gets taken up.

  1. This is meant for people like me.5-point agree
  2. This would deal with a real problem I have.5-point agree
  3. I believe it would work the way it is described.5-point agreeWanted but doubted: the next job is proof rather than persuasion.
  4. There is nothing else available to me that does this.5-point agree
  5. This is worth going out of my way for.5-point agree

The decision

Would they get it, and how often would they use it once they had it.

  1. If this were available today, would you get it?Choose one, definitely would to definitely would not
  2. How often do you think you would use it?Choose one

In their words, then the overall rating

Two optional open answers while there is still something to say, then one rating to close.

  1. What would have to be true before you would get it?Long text, optionalNames the missing piece that no rating can point at.
  2. How would you describe this to a friend in one sentence?Short text, optional
  3. Overall, this idea appeals to me.5-point agree

Send each group one idea

Send it to people who buy in the category, before you build. Paste the idea into question 3 in five lines or fewer. For two ideas, make two copies and send each to half your list in the same week, so nobody sees both. No name is asked.

Read question 3 first: anyone who described something else rated a different product, so count them apart. Report the five fit items one by one, then question 10 as the top box and the top two boxes.

To size the whole category first, run the market research survey. A food idea with a sample ready goes to the sensory evaluation form. When an idea wins, the price survey questions find what people will pay. With a finished product and a launch date, the purchase intent survey forecasts who buys. After launch, the product research survey asks the people using it.

One survey link splitting into two paths, each ending at a single concept card, so no respondent ever meets both concepts
One link per idea, so every person meets one concept, on its own.

Concept testing survey FAQ

What is monadic testing?

Each person sees one concept and nothing else, then answers about that concept alone. To test two ideas, send two copies of this survey to two separate groups. It is how people will meet your idea in real life: on its own.

What is sequential monadic concept testing?

One person sees two or more concepts, one after another, and rates each in turn. Concepts score higher when shown first, and a strong concept lowers the score of the next one, so give every concept a turn in first place.[1]

Can you test a concept without a prototype?

Yes. A concept test needs a few lines of description and, where it helps, one picture. Every question here can be answered by someone who has never seen, bought or used the thing.

Related marketing survey templates

Other surveys for an idea on its way to market, from the marketing survey templates library.

MarketingWillingness to Pay SurveyWhen you have no price yet and need the respondent to supply the number: the four van Westendorp questions.4 questions, 2 min MarketingCustomer Profile SurveyWhen you want a clear picture of who your buyers are before you choose who to ask.15 questions, about 5 min MarketingBrand Perception SurveyWhen one respondent rates your brand and one named competitor on the same attributes in the same sitting.18 questions, 5 min

Michael Hodge, survey methodology · Updated 26 September 2026 · How templates are reviewed

Sources (1)
  1. Friedman, M. and Schillewaert, N. "Order and Quality Effects in Sequential Monadic Concept Testing: Methodological Details Matter in Concept-Testing Practice." Journal of Marketing Theory and Practice 20, no. 4 (2012): 377-390. doi.org

Put your idea in front of real buyers

Fourteen questions, about four minutes, one idea per person. Paste your idea into question 3 and send the first link.

Use this template