Product Variant Selector Product Variant Selector is a comprehensive methodology for testing up to 300 product ideas that helps you identify the most appealing product variants for your brand or product category. It combines several techniques that our team have developed and refined on full-service projects for FMCG brands:

  • Choice of most appealing variant idea among a set of several variants (similar to conjoint analysis).
  • Adaptive experimental design algorithm that reduces sample size and brings clarity around top variants by zooming in on most promising ideas.
  • Diagnostic questions using a range of methods, including our unique positive-negative rating scale to help you get a de-biased view of how your customers see each product idea and compare results across cultures and countries.
  • Brand associations to help you check which brand each product idea is most closely associated with.
  • Open-ended feedback showing both positive and negative reactions to each variant.

Bring your own respondents or buy quality-assured panel respondents from us (learn more)

Pre-translated for , , , , , , , , , , , , , , , , , , , , , or translate for any other country

Take an example survey

Download a case study

Start now Book a call to discuss


Summary of preferences and diagnostics for each claim

Summary of preferences and diagnostics for each product idea

Compare performance of different variant on several metrics:

  • Preference Score (and Rank) from choice-based questions where respondents pick the product variant that appeals to them the most.
  • Diagnostics to help you assess how respondents rate variants on either standard questions ("healthy", "natural", "premium", etc.) or your own measures.

Summary of preferences and diagnostics by topic

Summary of responses for multiple choice diagnostic questions

Percentage of responders who selected each option are shown for each product idea, allowing for comparisons between product ideas.

Summary of preferences and diagnostics by topic

Summary of preferences and diagnostics by topic

If you group your product ideas into different segments, this table will summarise average scores (both preference and diagnostics) for these segments.

Correlations of relative preferences for claims among respondents

Correlations of relative preferences for claims among respondents

Do you want to know whether people who like grape flavour also like strawberry flavour? With this table, you can explore what preferences are correlated and which ones are not.

This output is only available for test of up to 50 product variants.

Brand associations for each claim

Brand associations for each product idea

If you are testing a generic product, you can add a list of brands. We will check which brands respondents associate a product idea with. If you are testing your own branded product, add sub-brands and brand extensions. This table will summarise what percentage of respondents associate each variant with different brands.

Passport of a claim

Passport of a product idea

Each product idea gets its own passport that shows how well it performs on each metric and shows positive and negative reactions.

Product variants that are among top ideas and also perform well on diagnostics receive a seal of approval as Winning Variants.

TURF analysis

TURF analysis

TURF stands for Total Unduplicated Reach and Frequency. It is a technique that came into prominence during the 1950s in the space of media planning. In this report, we are only using the "reach" component of this technique.

Reach is the percentage of respondents for whom at least one of the product ideas in a particular combination is their most preferred variant. That is, it is a measure of how many respondents can be "activated" by a combination of variants.

Importantly, product ideas are tested one-by-one (not in combinations). Therefore one must be careful not to misinterpret this as ranking of preferences for combinations of products.

This output is only available for test of up to 50 product ideas.