Multiple-choice surveys
Five-point scales tell you a concept is a 3.7 out of 5. They don't tell you the pricing anchor is wrong, the name feels off, or the target audience skipped the second half. Depth is missing.
Concept testing software, run by AI.
Diaform is a concept testing platform that runs AI-led conversations against any concept, product, creative, messaging, or pricing. Share a link on Monday, get structured objections, quotes, sentiment, and buying signals back by Friday.
14-day free trial · No demo required
The usual concept testing methods leave gaps
Most teams pick one of three imperfect options. Each one misses something.
Focus groups and moderated sessions
The depth is real, but a 2-week cycle for 8 participants is slow, expensive, and groupthink-prone. You get rich data, just not in time for the ship decision.
Panel provider quick turns
Fast, but you're buying demographics, not motivation. The open-text answers are shallow because there's no one asking the follow-up.
Concept testing, run by AI
Watch the AI run a concept reaction, probing price sensitivity, objections, and the real reason someone would (or wouldn't) buy.
Lumen Home Goods
01
Probes for the why
Static forms accept vague answers. Diaform spots them and asks intelligent follow-up questions to uncover the root cause.
02
Dynamic & Adaptive
Real conversations can unfold in infinite, unpredictable directions — too many to map into a logic tree. Diaform doesn't build one; it just responds to each answer naturally, the way a person would.
03
Zero-Friction Launch
No login walls or scheduling links. Your audience starts instantly in their browser. No signup required. Works on any device.
Diaform: qualitative concept testing at quant speed
A concept testing platform that gives you real objections, not just ratings.
01
Run reactions to any concept format
Drop in a written description, an image, a hero mockup, a demo video, a Figma link, or a landing page. The AI walks each participant through it and captures their real reactions.
02
Probing that surfaces objections
When someone says the concept is 'interesting', the AI asks what caught their eye, what felt unclear, and what would need to be true for them to pay for it. No leading, no stopping at the surface.
03
Voice + text for natural responses
Participants speak or type in-browser. Voice responses tend to be longer and more honest, especially for reactions to creative.
04
Sentiment, confidence, and evidence
Each response includes summaries, sentiment, answer confidence, optional notable quotes, and the transcript so your team can compare reactions without losing the evidence.
05
Segment by audience
Tag participants by segment, ICP vs. non-ICP, current customer vs. prospect, and compare reactions across groups in one view.
06
Export the brief, not the mess
Every study produces a shareable brief your PM can walk into a steering meeting with. No more pasting quotes into slides at 11pm.
How an AI-led concept test runs
From concept to structured conversation responses in five steps.
- 01
Write the concept + research goals
Describe what you're testing (a feature, a positioning, a creative) and the questions you want answered. The AI uses this as its study guide.
- 02
Add supporting assets
Upload a mockup image, link a video, drop a Figma preview, or paste a landing page. The AI references them inside the conversation.
- 03
Share the link with your audience
Send to a customer list, a beta group, a panel, or drop it in-app. Every participant gets a private 1:1 session.
- 04
The AI runs each reaction
It runs structured probing, clarity, fit, objections, intent. It listens for surprise, confusion, and enthusiasm, and digs into each one.
- 05
Review and export responses
As responses arrive, review summaries, sentiment, answer confidence, optional notable quotes, and transcripts. Export the dataset for your study-level analysis.
Types of concept testing you can run
The same platform covers every flavor of concept testing in new product development and marketing.
Product concept testing
Validate a new feature or product idea before you commit engineering. The AI walks participants through the concept, captures the reaction, and probes the objections that would actually block adoption.
Creative and ad concept testing
Test ad concepts, campaign hooks, or hero imagery before you buy media. Get genuine reactions, not 'yes I'd click', so you know which creative earns attention in market.
Messaging and positioning testing
Run your positioning statement past the ICP. The AI probes whether it's clear, who they think it's for, and how it compares to the alternatives they already use.
Pricing concept testing
Put pricing tiers or a new plan structure in front of real prospects. The AI captures reactions, too cheap to be real, anchor off, missing the middle tier, before you publish.
Naming and brand concept testing
Run two or three names past the target audience. The AI captures associations, recall, and reactions in open conversation, not a tick-box.
Feature prioritization research
Share a short roadmap of potential features and let the AI probe what each customer actually wants first, why, and what they'd trade away.
Static concept testing surveys vs. AI-led concept tests
The same question, but the answers carry very different weight.
Traditional concept testing survey
- 5-point scales without context
- Open-text answers are one-line and shallow
- No way to probe the interesting response
- Synthesis is you, on a Tuesday night
- Qualitative depth requires a separate study
Diaform concept testing
- Structured probes capture real objections
- AI follow-ups turn 'it's fine' into 'here's why'
- Every surprising answer gets explored in real time
- Each response is summarized while the study runs
- Qualitative depth and volume in one study
Frequently asked questions.
The practical details behind setting up, running, and scaling this kind of research with Diaform.
Concept testing is the practice of putting a product, creative, messaging, or pricing concept in front of target customers before committing to it. The goal is to surface reactions, objections, and fit signals early enough to change the concept, or kill it, before it costs real money.
More conversations your team can run.
Explore the other ways Diaform can turn a static request for feedback into a useful conversation.
Your customers have more to say.
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