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Key figure

Concept-tested products succeed far more often

Stat card: a 75% product success rate for teams using structured concept testing insights, against 15% for the overall market, from NIQ BASES data.
In this data, tested launches succeed five times as often as the market overall. Source: NIQ BASES
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A single figure from NIQ BASES data: teams that use structured concept testing insights see a 75% product success rate, compared with 15% for the overall market. Use it when you need to justify the time and budget for a concept test before development starts. Koji runs concept tests as AI-moderated interviews, with scale questions for purchase intent and follow-ups that ask why.

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What's in this key figure

75% Product success rate for teams using structured concept testing insightsCompared with 15% for the overall market.

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Related

Table of five concept testing metrics, appeal, clarity, uniqueness, purchase intent and believability, with the question to ask and a target score for each.

Concept testing metrics and target scores

Table of four concept testing types, monadic, sequential monadic, comparative and proto-monadic, with how each works and what it suits best.

Four types of concept testing and when to use each

Stat card: Beer Game players overstated peak customer demand 2.5 times, drawing a peak near 20 cases when real demand was a flat 8.

The Beer Game: demand players imagined vs real demand