For decades, we have served as a respected advisor to many of the world’s best consumer-facing firms. No other company knows innovation and concept testing like Nielsen – with our vast experience we help clients become more successful at developing and launching innovations.

Do you want to check whether your product is perceived to be as good in quality as that of your competitor? Or, perhaps you are interested to check out a new formulation which is more cost effective than your current formulation. For all these issues, we have various methods of carrying out concept tests and product tests which enable you to fine-tune your product.

Our process, modeled on over 30 years’ testing across more than 200,000 initiatives worldwide, identifies which factors will lead your new product to market success. In fact, we have validated around 2,000 of our initiative tests over the years and have found the variance between our volume forecasts pre-launch versus what actually happened in the market is within just +/-9 percent.

Our experience tracking thousands of product campaigns combined with our trusted experts and comprehensive suite of solutions will help you differentiate your product, ultimately paving the way for a winning and sustainable launch.

Interested in learning more?

How We Do It

Meeting consumer expectations is good, but exceeding them leads to greater success. Nielsen’s concept screening methodology will help you truly wow consumers.

Knowing what works and what doesn’t is key to forecasting what will sell and what won’t, and our experience in reliable sales estimates is right on the money.

Understanding retail spending is key to implementing effective consumer marketing solutions.


Data from more than 60 million households provides a comprehensive, single-source view of the impact your advertising is having on sales.


Raise your marketing efficiency by identifying, understanding, and locating your best consumers where they live and shop.

Find the right solution for your business