Concept & MVP Testing Services

Find out if your product, feature or message idea is a good one — before you build it. Our nimble team can test your concept with your target audience. Whether it’s a solution sketch, a value prop statement, or a fully-designed prototype, we’ll conduct just enough research to give you the validation and feedback you need to move forward.

Concept Testing Examples

Thales

In 2019 and 2020, we led 4 rounds of moderated testing of software concepts for enterprise security professionals — a critical audience for this $18 billion multinational. After each round, we facilitated a 1-day analysis workshop (1 in Austin, 3 remote) with UX and product teams.

GEICO

We helped a team at GEICO test 3 concepts for a new design of its careers site. We ran 1:1 research sessions with DC area job seekers, testing first impressions, value statement impact, and content comprehension. The research helped GEICO pick the best concept and improve it.

BI Incorporated

After conducting a field study at government agencies that use BI’s case management software, we teamed up with BI product managers to sketch and prototype solutions to the problems we saw. We then tested those solution ideas with customers and led a research analysis workshop.

“Working with Marketade has been an amazing experience. I highly recommended them to anyone!”

Hung Ngo

Senior UX Designer, PenFed Credit Union

Case Study:

Using MVP Testing for Product/Market Validation

Challenge

Users are notoriously bad at predicting future behavior. But when it comes to product/market validation, many research teams feel handcuffed by traditional methods — so they ask for predictions anyway.

Action

On a recent project for a large marketplace site, we led a 7-step MVP testing process — from writing a hypothesis to aligning on success.

Result

Qualitative and quantitative data gave the product team the validation it needed to move forward with its solution hypothesis — based on what users do, not what they say.

Our Typical Process for Concept Testing Projects

While we customize each project, many of our concept and MVP testing projects follow a variation of this 5-step approach.

Discovery

We get up to speed and align on your project goals, audiences, past research, and KPIs.

Report

We send you a report that captures all findings, solutions, and next steps. We also include all research recordings and other data.

Collaboration

Through a remote or on-site workshop, we facilitate collaborative analysis of the research and guide your team toward alignment on changes and next steps.

Recruit

We conduct a rigorous recruiting and screening process to find representative users — from mass-market consumers to enterprise VPs.

Research

We moderate 1:1 concept testing sessions — and sometimes supplement this with unmoderated large-scale research.

“I thought the interview set-up, organization, and deliverables were all fantastic!”

Jeremy Abrahams

UX Design Lead, Herman Miller

Why Use Concept Testing?

Toss bad ideas before they’re expensive.

Many companies spend millions of dollars building ideas that fail. By testing a minimum viable product (MVP), you’ll spot failures before you waste money on them.

Iterate quickly on promising ideas.

Even great ideas rarely succeed on their first try. We’ll help you reduce and speed up the cycles you go through to arrive at a viable product.

Test desirability before usability.

We love usability testing. But it’s the wrong tool for learning if you should build something in the first place. Save it for after you’ve validated the concept.

Stop asking, ‘Would you use this?’

It’s easy to bias your users, especially when you’re eager to validate your idea. Our approach uses the right questions to validate real-world demand.

Show execs evidence of bad ideas.

Ever have an executive who’s convinced their idea is a great one, no matter what you say? Get customer data showing how their vision matches reality.

“Fantastic. I loved the process to brainstorm at a very abstract level and then quickly distill that into real action items.”

Michael Cooke

Director of Software Engineering, BI Incorporated