Choose what deserves the formal study
Screen one CPG concept and price at a time before packaging, co-packing, or paid research. Use the directional signal to narrow the lineup, not to replace real consumers.
Free. No signup required.
likely to buy
Top signal: Women aged 25–44 show the strongest buying-interest signal at this price point.
Narrow the lineup early
Screen flavor, format, pack size, benefit, or price while the concept is still inexpensive to change.
See what the concept must prove
Review broad U.S. audience patterns, reasons to buy, and concerns that formal research should investigate.
Preserve the research boundary
The benchmark covered U.S. personal-care concepts. Food, beverage, sensory, and category-specific questions need real consumers.
A worked CPG screen
Consider a magnesium and tart-cherry evening drink sold in 12-packs for $32. An illustrative mixed report might show interest in the wind-down benefit alongside concerns about taste, sugar, and whether the claim feels credible. The useful output is the research brief: test the sensory experience, claim language, and price with real consumers.
When the handoff happens
Use the screen before packaging exploration, co-packer commitments, or formal panel work. Then take the strongest candidate into a real product concept survey or another category-appropriate study. See the published-method boundary before interpreting subgroup patterns.
How it works
State one concept and price
Describe the product, intended shopper, format, approximate price, and the benefit you want to lead with.
Screen the buying-interest pattern
Look for a clear reason to care, price friction, and concerns that could change the concept or research brief.
Hand off to real research
Use the strongest candidate in sensory work, a recruited panel, a formal concept survey, or a live offer test.
Frequently asked questions
Can this replace a formal concept test?+
No. It is a directional first screen for narrowing options. Use real respondents when the study must support a costly product, retail, or research decision.
Can I screen food or beverage concepts?+
You can screen the written concept and price, but the published benchmark covered personal-care concepts. Taste, smell, texture, product experience, and claims need category-appropriate research with real people.
What should move into the formal study?+
Take the concepts with the clearest reason to buy and the most decision-relevant uncertainty. A real study should verify the audience, product experience, claims, and behavior the simulation cannot establish.