The 25 best concept testing and ad testing tools in 2026

Made by us

A study link where people react to your concept by voice, by narrating a desktop screen recording, or by text and multiple choice, and an AI can ask follow-up questions about what each person said. Participants need no account or app.

You bring

A concept as an image or video, or a live page people narrate on screen, and a link you send to your users, waitlist or community.

You get

Voice and screen recordings with transcripts, typed and multiple-choice answers, and up to three AI follow-ups per question.

Example

Show three landing-page headlines and hear each person explain, in their own words, what they think the product does.

Shortlist it if

You are a founder, PM or marketer testing a concept, message or design with customers, prospects or a community you can invite.

Choose it over

Outset, Listen Labs or GetWhy when you want to run the study yourself on a self-service plan and hear the reasons behind reactions.

Think twice if

You need a vendor to recruit a screened audience or run a formal market-wide study: compare enterprise research platforms or a specialist survey method.

Price

$49 a month with every feature; free to connect your AI agent and build studies

Free plan

No free plan; building and previewing a study is free, publishing needs the plan

An enterprise research platform where an AI interviewer runs one-to-one conversations by text, voice or video in 40+ languages, then tags themes and builds a report you can question. HubSpot, Microsoft and Away appear as customer stories on its site.

You bring

A research goal or discussion guide, concept boards or ads, and either your participant list or a recruitment brief for Outset.

You get

Interview playback, transcripts, auto-tagged themes, highlight reels and exports to CSV, PowerPoint, PDF or video.

Example

Show three ad concepts to recruited category buyers and let the AI interviewer probe what each person thinks the ad promises.

Shortlist it if

You need dozens or hundreds of recruited interviews about a concept and want research help with setup.

Choose it over

Conveo or GetWhy when some participants should answer by text or voice instead of on camera, or when you want Outset’s team to program the guide.

Think twice if

You want one small test at a known price: plans, recruitment and expert support are all quoted.

Price

Enterprise contract

Free plan

None listed

Watch the extra costs

Recruitment through Outset, custom panel sourcing and project support are plan features or add-ons.

Video-first AI interviews: real participants answer on camera in their own language while an AI moderator follows up, and Conveo analyzes the footage. Conveo names Google, Unilever, AB InBev and Canva as customers.

You bring

Concepts or positioning ideas, a discussion guide, and participants from your list or a Conveo-integrated panel.

You get

Video interviews with transcripts, analysis and clips that show people reacting in their own words.

Example

Compare two positioning ideas in three markets and show stakeholders participants explaining their choice on camera.

Shortlist it if

Your stakeholders are persuaded by faces and voices, and you test in several countries.

Choose it over

Outset or Listen Labs when on-camera reactions are the point of the study, and GetWhy when an agency wants per-minute prices it can quote to clients.

Think twice if

Your budget is small: the only published terms are for agencies and start with a $5,000 credit commitment.

Price

Agencies: $5 per interview minute up to 1,500 minutes in a study, then $2. Brands: quote

Free plan

No. Designing and launching a study spends no credits

Watch the extra costs

Agency credits are prepaid ($5,000 minimum, valid 12 months); panel and incentive costs are separate.

An enterprise-oriented research platform for study design, participant recruitment, AI-moderated interviews and analysis, with simulated research as another option. It announced that it is joining Salesforce, with the same team building the product inside Salesforce AI Labs.

You bring

A research question; Listen Labs can draft the study and recruit the people.

You get

Interview recordings and transcripts, synthesized findings, and newer study types such as Gabor-Granger price tests.

Example

Interview people who evaluated your product and walked away, ask why the concept did not fit, then test price points with the same audience.

Shortlist it if

You want study design, recruitment, interviewing and synthesis from one vendor.

Choose it over

Outset or GetWhy when you want interviews and Gabor-Granger price tests with the same audience from one vendor.

Think twice if

You are signing a long contract now: confirm availability and packaging after the Salesforce move.

Price

Enterprise contract

Free plan

None listed

Watch the extra costs

Ask whether recruitment and incentives are included in the quote.

An enterprise research platform for AI-moderated video interviews in 100+ languages, with participant recruitment and an in-house agency. Arla, eBay, Heineken and Maersk appear as customer stories on its site.

You bring

A brief for an idea, campaign or market question, run yourself on the platform or handed to GetWhy’s researchers.

You get

Narrative reports with the video clips behind each finding, exportable to PowerPoint in one click.

Example

Test three campaign ideas in four markets and give each market lead a deck with the clips behind every conclusion.

Shortlist it if

You run multi-market brand or innovation studies and need a stakeholder deck at the end.

Choose it over

Conveo or Outset when you want to switch between self-service and a full-service agency on the same platform.

Think twice if

You want to see a price before talking to sales: buying is demo-led.

Price

Enterprise contract

Free plan

None listed

Watch the extra costs

Recruitment scope and agency support are agreed per project.

An enterprise video research suite: video surveys, AI-led voice interviews, live interviews, screen-recorded user research and a searchable repository with an AI research agent called Compass. Microsoft, Airbnb and Wendy’s researchers give testimonials on its site.

You bring

Concepts and questions, fielded to its 3.5M+ participant panel or embedded in your own surveys.

You get

Video and voice answers with transcripts, themes, sentiment and showreels for stakeholders.

Example

Collect video reactions to two packaging concepts and cut a two-minute showreel for the brand review.

Shortlist it if

You are an insights team that wants video, live and AI interviews plus a repository from one vendor.

Choose it over

Conveo or GetWhy when you also need live focus groups, screen-recorded tasks and an archive of past studies.

Think twice if

You only need one method: each product is quoted separately, so scope exactly what you buy.

Price

Enterprise contract, priced per product

Free plan

None listed

Watch the extra costs

Panel recruitment and full-service consulting are scoped separately.

Live or asynchronous conversations with hundreds of participants at once: people answer, then vote on each other’s answers, so you see which views the group shares. Nestlé, YUM! Brands and Ipsos feature on its homepage.

You bring

A discussion guide and stimuli, with your own customers or participants Remesh recruits.

You get

Themes from open answers and agreement scores across the group, as the session runs.

Example

Run one session with 200 category buyers on a campaign concept and see which objections most of them share.

Shortlist it if

You need to know how widely a reaction is shared across a group.

Choose it over

One-to-one interview tools such as Outset when group agreement matters more than individual depth.

Think twice if

You want each person’s full story: a group conversation gives every participant less room than an interview.

Price

Enterprise contract

Free plan

None listed

Watch the extra costs

Participants, moderation and research services are scoped per project.

Paid polls for quick choices: you post two or more options, a targeted panel picks one and writes why, and AI summarizes the reasons. PickFu says its panel has 15M+ respondents in 15 countries.

You bring

Images, names, headlines or videos to compare, and the audience traits you want.

You get

Votes, a written reason from every respondent and an AI summary of those reasons.

Example

Compare three app icons with mobile gamers and read why the two losing icons felt generic.

Shortlist it if

You need a fast consumer read on a package, icon, thumbnail, title or headline.

Choose it over

Lyssna when the question is pure consumer preference and you want results without setting up a research tool.

Think twice if

Your buyers hold specific B2B roles: a consumer panel will not represent them.

Price

From $1 per response; surveys from $15. PickFu+ from $999 a year, paid as credit

Free plan

Free account; you pay per survey

Watch the extra costs

Targeting, question type and sample size raise the price per response; PickFu+ takes 5% to 15% off surveys.

B2B message testing with a verified panel of 86K+ professionals: people with the job titles you sell to read your page and score and comment on each section. Results arrive in 12 to 48 hours; Appcues is a named case on its site.

You bring

A homepage, landing page, pricing page or message, and the roles and seniority of your buyers.

You get

Scores and written reactions for each section of the page, plus preference tests and buyer surveys.

Example

Ask finance leaders whether your pricing page makes clear what they would pay and what would stop them.

Shortlist it if

You sell to a defined B2B role and need to know whether your message lands with that role.

Choose it over

PickFu or a general panel whenever the right job title matters more than a big sample.

Think twice if

You want frequent cheap checks: one test starts at $899 and plans at $20,000 a year.

Price

Pay as you go from $899 a test; Pro $20,000 a year in credits

Free plan

No. Tests with your own panel are free

Watch the extra costs

Senior audiences cost more per test; without a plan, tests cost about 1.5 times the Pro rate.

A research tool for quick design and message checks: preference tests, five-second tests, prototype and live-site tests, surveys and interviews, with AI follow-ups and summaries on Growth. Klarna and the RSPCA are among its named customer stories.

You bring

Designs, screenshots, prototypes or a live URL, and your own participants or Lyssna’s panel.

You get

Choices with reasons, what people remember after a first glance, task results and recordings.

Example

Show two landing-page hero designs for five seconds, then ask what the product does and who it is for.

Shortlist it if

You test designs and messages often and want a free plan to start.

Choose it over

Maze when you want a self-serve paid plan, and Useberry when you want AI follow-ups and summaries, which Useberry lists as coming soon.

Think twice if

You need many interviews a month: Growth includes five in-depth studies a month.

Price

Growth $166 a month billed annually, or $199 monthly

Free plan

Yes: 3 seats and 15 self-recruited responses

Watch the extra costs

Panel recruitment is pay per use on every plan.

A product research platform for prototype tests, surveys and live-site tests, with an AI moderator, AI study builder and panel recruitment for larger teams. It connects directly to Figma.

You bring

A Figma prototype, live site or survey, and your users or Maze’s panel.

You get

Task success and path data, survey results and automated reports; AI-moderated interviews on Enterprise.

Example

Test an onboarding prototype to see where people stall, then have the AI moderator ask what they expected to happen.

Shortlist it if

Your team designs in Figma and wants task evidence before engineering starts.

Choose it over

Lyssna or Useberry when you want prototype tests and AI-moderated interviews under one enterprise contract.

Think twice if

You want a self-serve paid plan: beyond the free plan, pricing is sales-led and the AI moderator is an Enterprise add-on.

Price

Paid plans on request

Free plan

Yes: 1 study a month, 5 seats

Watch the extra costs

Panel credits cost $5 each; a participant uses 5 credits for an AI-moderated study on the core panel, 9 on the extended B2B panel.

A usability testing tool for prototypes and live sites, with click tracking, session recordings, user flows and interviews. Bayer’s FarmRise app, Mews and Ferryhopper are among its customer stories.

You bring

A prototype or live site and the tasks you want people to complete.

You get

Recordings, click hotspots, the paths people took and the steps where tasks failed.

Example

Compare two checkout prototypes and see at which step people abandon each one.

Shortlist it if

You want detailed task evidence on a published, low self-serve price.

Choose it over

Maze when you want a self-serve paid plan, and Lyssna when task recordings matter more than preference and five-second tests.

Think twice if

You want AI analysis today: its AI features are listed as coming soon or as an add-on.

Price

Growth €83 a month billed annually (€996 a year): 300 responses, 1 seat

Free plan

Yes: 10 responses a month, 1 project

Watch the extra costs

More responses and seats raise the plan price.

An enterprise research platform whose AI agents help design studies, field them by link, email, web, mobile app or panel, and write up the results. Thumbtack and Notion are on its customer page.

You bring

A research goal, concepts or prototypes, and users inside your product or its 300K+ verified panel.

You get

Adaptive surveys, the reasons behind choices and AI-written research reports.

Example

Show two onboarding concepts to active users inside your app and compare the reasons behind each choice.

Shortlist it if

You run continuous research across several product teams and want to reach users inside the product.

Choose it over

Lyssna or Maze when concept tests should sit inside an ongoing in-product research program.

Think twice if

You test now and then: it is sold as an enterprise platform.

Price

Enterprise contract

Free plan

None listed

Watch the extra costs

Price scales with response volume, activated capabilities and channels (link, email, web, mobile).

Self-serve quantitative research with methods that usually need an agency: concept tests, conjoint, MaxDiff, Kano and pricing studies, with AI summaries of open answers as a paid service.

You bring

Concepts, feature lists or price points, and your own respondents or its panel.

You get

Preference shares, feature importance, price expectations and charts for each concept.

Example

Find which bundle of three features, at which price, your target buyers would choose.

Shortlist it if

You need to know which combination of features and price people prefer, and you can set up a survey yourself.

Choose it over

quantilope or Qualtrics when you want these methods for $2,895 a year, without an enterprise contract.

Think twice if

You need explanations more than numbers: open-answer analysis and video answers are paid extras.

Price

Professional $2,895 per team a year; Ultimate from $10,000 a year

Free plan

Yes: unlimited surveys; advanced methods capped at 20 responses

Watch the extra costs

Panel from a $0.55 bid per response (average $1.55); video answers $1.60 a minute; AI text analytics $0.15 a response; AI services need a $100 balance.

A pay-per-study suite SurveyMonkey launched in June 2026 for concept, pricing, ad and message tests, with built-in methods such as monadic tests, MaxDiff and Van Westendorp and AI-assisted analysis.

You bring

Up to 10 text, image or video concepts, and your own contacts or a targeted audience from SurveyMonkey’s 335M+ panel.

You get

Scorecards, key-driver analysis, MaxDiff scores and TURF simulations, without building the analysis yourself.

Example

Compare four product concept descriptions with category buyers and take the scorecard to the launch meeting.

Shortlist it if

You want a structured concept test without designing the method yourself.

Choose it over

Pollfish or Conjointly when you prefer a ready-made test design and report to building the survey.

Think twice if

You need a fixed price in advance: each study is priced in its cost calculator, and panel responses come on top.

Price

Pay per study, no subscription; price shown in its calculator

Free plan

No free plan; surveying your own contacts adds no audience cost

Watch the extra costs

Panel responses are sold separately and vary with count and targeting.

Self-serve consumer surveys on a 250M+ panel, paid per response, with an AI survey builder and add-on methods such as MaxDiff, conjoint and price sensitivity.

You bring

A survey with your concepts, screening questions and quotas.

You get

Responses from the targeted panel, with charts and filters for analysis.

Example

Screen five product ideas with US parents and keep the two with the highest purchase intent for a deeper test.

Shortlist it if

You need a broad consumer sample quickly and do not want a subscription.

Choose it over

SurveyMonkey LaunchPad or Attest when you want to pay only per response and write the survey yourself.

Think twice if

Your audience is narrow: every screening question, quota and method adds to the $0.95 base.

Price

From $0.95 per response; full service from $5,000 a project; enterprise from $10,000 a year

Free plan

Free account; building and previewing surveys cost nothing

Watch the extra costs

Screening questions add $0.50 to $5.75 per response, quotas $0.55 each, MaxDiff or conjoint $1.00.

Consumer research across 59 markets and 70 languages, with templates for monadic and sequential concept tests, newer AI-moderated interviews (Attest Explore) and an AI co-pilot. Sun Pacific and Moneybox are case studies on its concept-testing page.

You bring

Concepts and questions for its 150M+ consumer audience.

You get

A key-findings board that shows which concept performs best, with tools to compare segments.

Example

Test a brand promise in the US and the UK on the same day and compare reactions by age group.

Shortlist it if

You are a consumer brand testing the same idea in several countries.

Choose it over

Pollfish when you want one flat audience cost across markets; Attest says it charges no premium for hard-to-reach groups.

Think twice if

You need a price before a demo: plans are quoted.

Price

Enterprise contract

Free plan

None listed

A consumer insights platform for brands that test concepts, packs and ads repeatedly with standard methods, so each result compares with earlier tests and category norms. PepsiCo and McDonald’s are customer stories on its site.

You bring

Product ideas, concepts, packs, storyboards or finished ads.

You get

Scores against your own history and norms, with AI help to read open answers.

Example

Score this year’s six flavor concepts against last year’s launches and keep the ones above your norm.

Shortlist it if

You are a large consumer brand that needs comparable scores across many tests and years.

Choose it over

Attest or SurveyMonkey LaunchPad when consistent norms matter more than a flexible questionnaire.

Think twice if

You have one narrow product question: category norms add little to it.

Price

Enterprise contract

Free plan

None listed

An automated platform for advanced quantitative methods (16, by quantilope’s count, including conjoint and MaxDiff) with access to a 300M+ consumer panel network and AI help with interpretation. Nestlé, Bosch and MoneyGram are named customers.

You bring

Concepts, features or prices, and a target consumer audience.

You get

Method results such as preference shares and feature importance, in dashboards that update as responses arrive.

Example

Screen ten concepts, then run a conjoint on the two finalists to set features and price.

Shortlist it if

Your team runs several advanced studies a year and wants to stop commissioning an agency for each.

Choose it over

Conjointly when you want a larger method library with fieldwork and research consulting from one vendor.

Think twice if

You need one quick test: buying means a platform contract plus a fieldwork quote.

Price

Business from $2,300 a month with 3 users; Pro and Enterprise on request

Free plan

None listed

Watch the extra costs

Fieldwork is quoted alongside the platform.

A consumer research platform that combines surveys and interviews with market intelligence and AI-built deliverables such as briefs and business cases. DoorDash, Walmart and Bumble Bee give testimonials on its site.

You bring

Concepts and questions for recruited consumers, plus your existing research documents.

You get

Survey and interview results, trend intelligence, and briefs built from them.

Example

Test three campaign concepts with recruited consumers and turn the result into a brief for the creative review.

Shortlist it if

Your brand team runs frequent concept work and wants research and trend monitoring in one place.

Choose it over

Zappi or Attest when you want trend intelligence and ready-made briefs next to the survey and interview results.

Think twice if

You run concept tests only occasionally: it is sold as an enterprise platform.

Price

Enterprise contract

Free plan

None listed

Watch the extra costs

Confirm participant and service scope in the quote.

Qualtrics’s research suite for concepts, features and pricing: conjoint, MaxDiff, Van Westendorp and Gabor-Granger, video diaries, AI analysis and synthetic respondents for early screening.

You bring

Concepts, features and price ranges, with your customers or Qualtrics panels.

You get

Feature preference, price sensitivity and concept results inside the platform many enterprises already use.

Example

Measure which features drive preference for a new plan tier and at what price demand falls away.

Shortlist it if

Your company already runs Qualtrics and wants concept and pricing research on it.

Choose it over

quantilope or Conjointly when governance and an existing Qualtrics contract matter most.

Think twice if

Someone plans to treat synthetic respondents as validation: they are model output, not people.

Price

Enterprise contract

Free plan

None listed for this suite

Watch the extra costs

Confirm panel, services and which methods your license includes.

Ad pre-tests and post-tests with a nationally representative sample: second-by-second emotional, branding and messaging diagnostics, an AI-predicted attention heatmap and a written summary of recommendations.

You bring

Ideas, storyboards, animatics, static visuals, audio or finished video.

You get

Diagnostics from 500 people per pre-test (1,000 for a post-test) with recommendations.

Example

Pre-test an animatic before production, fix the scene where branding drops, then post-test the ad once it runs.

Shortlist it if

You want human ad pre-tests at a published price.

Choose it over

System1 when you want published per-test prices and the option of a cheaper AI pre-test first.

Think twice if

You need a large global benchmark: System1 compares against 120,000+ ads.

Price

Starter $3,000 a year with 1 pre-test; Pro $12,500 a year with 5

Free plan

No; a free attention heatmap

Watch the extra costs

Extra pre-tests $3,000 on Starter, $2,500 on Pro; AI pre-test from $200; post-tests up to $4,000. EU prices are the same figures in euros.

Ad testing that measures how real consumers feel while they watch, predicts short-term sales and long-term brand effects, and benchmarks against 120,000+ ads. An AI screening tier returns in minutes; consumer results arrive from 24 hours.

You bring

TV, digital, social, outdoor, audio or print ads, finished or in development.

You get

Emotional-response scores, predicted sales and brand effects, and a comparison with competitors’ ads.

Example

Test a TV spot and its social cut-down and compare both with the latest ads in your category.

Shortlist it if

You make brand advertising and need an established benchmark to defend the media budget.

Choose it over

Behavio when benchmark size and competitor comparison matter more than a published price.

Think twice if

You need a price up front: pricing sits behind a demo.

Price

Enterprise contract

Free plan

No; a demo includes time-limited access

Upload creative and Neurons’ models predict attention and ad impact, with heatmaps and visual recommendations. No panel is involved, which makes it a fit for screening many variants early.

You bring

Static images or video ads.

You get

Predicted attention heatmaps, behavioral scores and recommendations for each visual.

Example

Check whether the logo and offer attract predicted attention in 20 banner variants before any go to a human test.

Shortlist it if

You produce many variants and want to fix visual hierarchy before paying for human tests.

Choose it over

The AI screens from System1 or Behavio when layout and attention are the question: every Neurons package includes unlimited predictions.

Think twice if

You need to know what people feel or believe: predictions are model output, not answers from people.

Price

Enterprise contract for Starter, Pro and Scale packages

Free plan

No; demo

Watch the extra costs

Packages include 500 to 2,000 visual recommendations; extra users are an add-on.

Creative analytics for paid ads: Motion tags every ad you have run, ties creative choices to results, and its AI analyst, Runneth, answers questions and drafts briefs in Slack. True Classic, HexClad and Jones Road are vendor examples.

You bring

Connected ad accounts and your creative history.

You get

AI tags, ad leaderboards, creative reports, competitor inspiration and briefs for the next variants.

Example

Find which opening hooks kept costs down last quarter and brief three new variants on the strongest one.

Shortlist it if

You spend enough on paid social to need a weekly read on which creative works.

Choose it over

The ad platforms’ own reports when you need creative-level tags and comparisons across accounts.

Think twice if

You want to know what people think: it shows what performed, not why consumers reacted.

Price

Starter $750 a month up to $50,000 monthly ad spend; Pro $1,200 a month above that

Free plan

No; a free trial

Watch the extra costs

Above $125,000 monthly ad spend the Growth plan is quoted; AI usage has a token allowance.