Creative & Ad Testing
Concept & Prototype Testing
Find out which ideas will win before you spend money scaling them.
Test product concepts, packaging, pricing, naming, or propositions with real African consumers in 72 hours. Know which to scale, which to kill, and why — before the media Naira goes out.
What it is
Concept testing shows people one or more ideas — a product, a pack design, a price point, a positioning statement — and measures which ones resonate, which ones confuse, and which ones move purchase intent.
On Wyza, a concept test usually means 200–500 consumers per concept, a mix of quantitative ranking and AI-moderated qualitative probing, voice and video reactions for the richest concepts, and a deliverable that shows you the winner with the reasoning behind it.
When to use it
You have 2–5 concepts and need to pick one (or kill all of them).
You're about to spend meaningful media budget on a new launch.
You're entering a new market and need to know if your proposition translates.
You've been told "we should test it" but the agency quote is steep and the timeline is six weeks.
What you get
Ranked concept scorecard with clarity, appeal, and purchase intent metrics.
Why each concept won or lost — in consumers' own words, with voice and video clips.
Audience segmentation on how different consumers responded.
Optimization recommendations for the winning concept.
Executive-ready deck and full dataset exports.
How Wyza runs it
Day 1
Brief intake and discussion guide. Our AI helps you build the questionnaire.
Day 2-3
Recruitment and fieldwork. AI-moderated interviews with voice and video where needed.
Day 3-4
Analysis, deck, and delivery. You get the full output in 72 hours on average.
See it on your own brand.
Book a demo and we'll walk you through a live study built around your market, your audience, and the decision you're trying to make.
Related use cases
Segmentation & U&A Studies
Multi-Market Research
The answers are already out there
Ask better questions, hear real reactions, and let Wyza handle the heavy lifting.