Marketing Research Library by Decision Analyst

Beyond Tactical: Why Concept Testing is a Strategic Imperative

Rather than entering the B2B marketplace with an adapted consumer offering and a set of assumptions, a structured research framework can provide clearer guidance on the new market.

09 June 2026

More Than A Hot Mess: Emotions In Decision-Making

by: Elizabeth Horn, Ph.D.

Human decisions, whether life-altering or mundane, never rely purely on “Spock-like” logic. "Kirk-like" emotion also plays a vital role. Mapping both the rational and the emotional drivers of buying behavior is non-negotiable for sustainable brand growth.

09 June 2026

Winning the Shopper’s Heart and Wallet: 6 Pillars of Frictionless Retail

by: Bonnie Janzen

Winning the modern shopper’s heart and wallet requires more than the loudest advertisement or the deepest discount; it requires radical simplicity and systemic trust. In an era of infinite choices, the retailer that demands the least amount of cognitive work from the shopper is the one that wins.

02 June 2026

Grounding New Product Development in Consumer Reality

by: Creating Winning Strategies Newsletter

The stakes of New Product Development (NPD) have never been higher. A failed launch isn’t just a disappointment, it’s a multi-million-dollar write-down, a hit to brand equity, and a green light for competitors to capture market share.

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Decision Analyst's free newsletter offers advice on Strategy, Marketing Research, and Advanced Analytics.

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Market Segmentation Videos

These videos outlay the basics a successful market segmentation project from the initial planning phase to applying the results to your business.

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Press

Keep up to date with what is going on at Decision Analyst, learn about the latest consumer trends, and read up on the Decision Analyst's Economic Index.

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Marketing Research Glossary

New Product Concept Testing

The testing of new product ideas at the “concept” stage (before actual products are created). A New Product Concept typically includes an illustration of the product, along with a description of its features and benefits. Concepts are written in an informative, descriptive style without the use of “advertising” language. The establishing of concept standards or concept guidelines are essential to the success of any new product concept-testing program, so that the concepts which are tested are presented to the respondents in the same level of detail and finish (i.e., the image of the product or package). ConceptTest® is Decision Analyst’s proprietary, advanced concept-testing system.

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