New Product Development

HSM’s Concept Potential 360 delivers deeper, more actionable insights by capturing how consumers truly make decisions—rationally, emotionally, and behaviorally.
By prioritizing the attributes that matter most to buyers and offering customizable deep dives, it helps you confidently identify and optimize high-potential concepts with greater precision and speed—so you can bring winning ideas to market faster.
In addition to the top-line metrics your process requires, Concept Potential 360 uncovers the unconscious and conscious reasons that drive concept preference.
Rational Quotient, Emotional Quotient and Weighted Behavioral Quotient

Concept Potential 360 takes you deeper into the unconscious AND conscious drivers of consumer behavior

Accounts for Rational, Emotional and Behavioral response

Lower concept launch performance failures

Simplifies decisions with clear, actionable insights and faster results.

Traditional concept testing focuses on a set of statis metrics, e.g., appeal, uniqueness). In the real world, people don’t just think, they feel and act. We capture:
- Rational Drivers (e.g.: feature assessment, price response, utility, etc.)
- Emotional Triggers (e.g.: excitement, social acceptance, social expression, personal resonance, brand fit, etc.)
- Behavioral Elements (e.g.: purchase likelihood, usage context, etc.)
Traditionally, market research treats features and attributes equally. Concept Potential 360 prioritizes what matters most to consumers shopping the category.
- Enables more realistic predictions of market success
- Provides clearer guidance for optimization
By looking at different dimensions of decision-making, you gain a deeper diagnostic understanding of underlying preference drivers.
Agnostic and flexible - attributes can be customized to fit your category/vertical, your brand, and your target segments.
Traditionally, closed-ended questions are used to identify the Whys. Concept Potential 360 includes open-ended questions enabling rich, qualitative insights that:
- Help identify underlying mental shortcuts that drive preference
- Surface unmet needs, hidden objections, and other possible white space opportunities