This discussion guide is designed for agency concept testing using AI-moderated or human-moderated interviews. It provides the foundation for testing product concepts, campaign ideas, packaging designs, or service propositions.
Guide Structure: 30-Minute Concept Test
Phase 1: Warm-Up and Category Context (0-3 min)
Objective: Establish rapport and understand current category relationship.
- “Tell me about the last time you [bought/used/thought about] something in [category]. What was the situation?”
- “When you think about [category], what brands or products come to mind first?”
Phase 2: Unstructured Concept Reaction (3-8 min)
Objective: Capture genuine first impressions before guided exploration.
Show the concept, then:
- “Take a moment to look at this. Tell me your honest first reaction — whatever comes to mind.”
- “What stands out to you? Walk me through what you notice.”
- “If a friend asked what this is, how would you describe it?”
Laddering probes:
- “You mentioned [attribute]. What about that caught your attention?” (Level 2)
- “When something has [attribute], what does that mean for you?” (Level 3)
- “Why is that important to you specifically?” (Level 4)
- “What kind of person values that? Do you see yourself that way?” (Level 5+)
Phase 3: Relevance and Need-State (8-15 min)
Objective: Assess fit with real consumer needs and current alternatives.
- “Where does this fit — or not fit — into how you currently handle [need]?”
- “If this existed today, would it replace something, add to it, or would you not need it?”
- “Think about the last time you wished something like this existed. What was happening?”
Phase 4: Credibility and Barriers (15-22 min)
Objective: Identify believability gaps and purchase barriers.
- “What feels realistic about this? What feels like a stretch?”
- “If a brand made this claim, what would you need to see to believe it?”
- “What would stop you from trying this, even if you were interested?”
Phase 5: Comparative Evaluation (22-30 min)
Objective: Position concept against alternatives and extract final assessment.
- “Compared to [current solution/competitor], how does this stack up?”
- “If you could change one thing about this concept, what would it be?”
- “If this concept were a person, how would you describe them?”
For the full agency interview question bank and white-label delivery guide, see our agency resources. Visit User Intuition for agencies.