# Concept & Message Testing for Brands | Minds Source: https://getminds.ai/for/brands Test concepts, claims and pricing with a reusable synthetic audience. Minds gives brand, marketing and product teams voice-of-customer answers in minutes. Drag with a mouse or use the arrow keys to rotate the audiences. Press Space to pause or resume motion. On touch screens, swipe left or right to rotate and up or down to scroll the page. # Voice of customer wherever and whenever you need it. Minds brings validated audience insights into marketing, strategy, and product/UX research. Move faster without spending traditional research budgets and elevate your brand & product performance in minutes. ## From questions to decisions. - ### Test concepts before the budget is committed Put two or more concepts in front of a reusable audience and see which one wins before artwork, tooling or media spend is locked in. Every pick keeps the reasoning behind it, so a losing concept still tells you what to change. Concept test - ### Find the message that actually lands Ask the audience to choose the claims that move them, then read why in their own words. Message testing takes an afternoon instead of a fieldwork cycle, so you can rewrite and retest the same day. Message test - ### Voice of customer, available on demand Run open interviews at any hour and group what comes back into themes. You get the verbatim reasoning behind a switch, not only the size of the drop in your dashboard. Voice of customer - ### Pressure-test a price before it ships Put a real price in front of the audience and watch the distribution move as you change it. Directional, repeatable and cheap enough to run on every pack size rather than only the hero product. Price check - ### Benchmark your brand against the shelf Ask the same question about you and the competition, then keep the audience and run it again next quarter. Because the audience is reusable, the comparison stays like for like over time. Brand benchmark - ### See your own site through your audience's eyes Point an Audience at a live page and watch where attention lands, what it skips, and where the message stops working. The page itself stays the evidence, so a finding is something you can point at. Website analysis Q1CategoricalConcept test Which packaging concept would you pick off the shelf? Refill pouch Pump bottle Everyday household shoppers 1 Refill pouch was the preferred response in this illustrative result. ### Test concepts before the budget is committed Put two or more concepts in front of a reusable audience and see which one wins before artwork, tooling or media spend is locked in. Every pick keeps the reasoning behind it, so a losing concept still tells you what to change. Q2MultiselectMessage test Which of these claims would make you look twice? Cleans in half the time Kind to sensitive skin Made with recycled plastic Costs less per wash - Cleans in half the time54% - Kind to sensitive skin47% - Made with recycled plastic38% - Costs less per wash31% **Leading response:** Cleans in half the time54% ### Find the message that actually lands Ask the audience to choose the claims that move them, then read why in their own words. Message testing takes an afternoon instead of a fieldwork cycle, so you can rewrite and retest the same day. Q3Qualitative What made you stop buying the brand you used before? Price crept up Never in stock Changed the formula ### Price crept up 42% It went up twice in a year and nothing about it got better. I only noticed because the shelf label changed, and after that I started comparing it with the one next to it. Everyday household shoppers 1 01/42 ### Never in stock 33% Twice in a row it was not there when I needed it, so I took the other one. It did the job, and now I have no real reason to switch back. Everyday household shoppers 43 01/33 ### Changed the formula 25% The new version smells different and I am not sure it works as well. I stayed with it for a while out of habit, then stopped bothering. Everyday household shoppers 76 01/25 ### Voice of customer, available on demand Run open interviews at any hour and group what comes back into themes. You get the verbatim reasoning behind a switch, not only the size of the drop in your dashboard. Q4Numeric15 At the price shown, how likely would you be to buy this? 12345 Ø3.4 - 1 - 2 - 3 - 4 - 5 **Average:** 3.4 ### Pressure-test a price before it ships Put a real price in front of the audience and watch the distribution move as you change it. Directional, repeatable and cheap enough to run on every pack size rather than only the hero product. Q5Categorical Which brand comes to mind first for gentle cleaning? Brand A Brand B Brand C No clear answer - Brand A32% - Brand B29% - Brand C23% - No clear answer16% **Leading response:** Brand A32% ### Benchmark your brand against the shelf Ask the same question about you and the competition, then keep the audience and run it again next quarter. Because the audience is reusable, the comparison stays like for like over time. Q6QualitativeWebsite analysis What did you notice first on this page, and what made you stop? Where 60 Minds looked on the page they were shown The headline did the work Went looking for proof Unsure what to do next ### The headline did the work 43.3% The first line told me what this is, so I kept reading. If it had been a slogan I would have scrolled past without stopping. Everyday household shoppers 1 01/26 ### Went looking for proof 35% After the promise I wanted to see who else uses it. I scanned down for names or numbers before I took the claim seriously. Everyday household shoppers 27 01/21 ### Unsure what to do next 21.7% There were two buttons and I could not tell which one was for me. I would probably have left rather than guess wrong. Everyday household shoppers 48 01/13 ### See your own site through your audience's eyes Point an Audience at a live page and watch where attention lands, what it skips, and where the message stops working. The page itself stays the evidence, so a finding is something you can point at. We can finally run qualitative research at scale, without a high-cost survey absorbing the team's capacity for weeks. We ask a question and hear back from the audience in minutes, and the research we already invest in becomes far more valuable. What appealed to us was the strong market research foundation behind the approach. The panels are benchmarked against audience data, which gives us confidence that the responses reflect the perspectives of a defined target group rather than pure guesswork. It offers a structured way to explore audience insights and has the potential to make research at a broader scale more accessible and efficient. Research shouldn’t live in another tool I have to open. With Minds over MCP, I can bring real audience perspectives directly into the AI workflows I already use every day. It turns research into something I can access and use continuously while I’m working on a project. Before, we had strong ideas for what the Mae experience could be, but validating them meant relying on instinct and fragmented feedback. Now we can stress-test concepts early with both our corporate sponsors and the people who actually use Mae. It gives us the confidence to move faster, align stakeholders, and build experiences we know will resonate. ## How we validate our Results We compare synthetic audience responses with real survey data to measure how closely they reflect real-world response patterns. Minds does not see the real survey results while generating its answers, and its responses are finalized before the comparison begins. This lets us measure where the results match—and where they differ. ### Approximation to real survey distributions (e.g. GSS, ANES, CES and PISA) ### 93.99% similarity to real survey results 301 Minds answered a UK Food Standards Agency youth survey, and their combined response patterns closely matched the published data. ### Closer to how real people answered Compared with standard AI prompting, Minds was preferred 59% more often and matched held-back interview answers 68% more closely. Grounded in data from ## Public Audiences Ready-to-use synthetic Audiences, built with personas, demographics, behavioral context, and visible grounding so you can start a Study without rebuilding the sample. ## [Minds, where you work.](/guide/integrations) Bring files and designs into your research, use Minds from your AI assistant, and connect results to your reporting tools. Availability depends on your plan and setup. ## How an Audience gets built. - 01 ### You describe your audience Enter a prompt and optionally add files or other data for context. Include the market, interests, or habits that matter to your research.Enter a prompt and optionally add files or other data for context. - 02 ### Sources are researched and verified The web is searched for relevant, credible sources to ground the audience. These findings inform the audience characteristics and proposed distributions.The web is searched for relevant, credible sources to ground the audience. - 03 ### Distributions are extracted The evidence is translated into demographic, behavioral, and attitudinal distributions. They show how characteristics such as age, interests, and buying habits vary within the audience.The evidence is translated into demographic, behavioral, and attitudinal distributions. - 04 ### Individual Minds are created Each Mind is built using the confirmed distributions, collected sources, and relevant public social-media signals. Together, these profiles represent different perspectives within your audience.Each Mind is built using the confirmed distributions, collected sources, and relevant public social-media signals. - 05 ### Your audience is ready You can now run studies, evaluate ideas, and compare concepts. Reuse the same audience for follow-up research and explore how different segments respond.You can now run studies, evaluate ideas, and compare concepts. ## Want to see a demo tailored to your brand? Sarah Meitz Solution Advisor Most teams arrive with one question and leave with a sharper one. I help you get the first Study set up so the answer changes what you actually ship. ## Questions teams like yours ask The practical questions brand and corporate teams usually need answered before the first Study. **Can we use our own research and segmentation?** Yes. Add studies, questionnaires, profile data, links or a written Audience brief, then review the proposed distributions before creation. **Can we reuse the same Audience?** Yes. The Audience stays in your workspace so the next concept, follow-up or comparison does not require a rebuild. **What is concept testing with a synthetic audience?** You show two or more concepts to an audience built from your own research and sources, and each Mind picks one and explains why. It is a directional read you can run in an afternoon, early enough to change the concept rather than confirm it. **How quickly can we run a concept or message test?** Once the Audience exists, a test is a Study you write and run the same day. The Audience is the part that takes preparation, and it is reused by every test after the first. **How close are the results to a real survey?** Minds compares synthetic answers with real survey data and publishes how closely the distributions track, which the methodology page documents in full. Treat the output as directional evidence for a decision, not as a substitute for a representative sample where one is required. **Does this replace our survey panel?** For most teams it sits in front of the panel and around it: exploring before fieldwork, answering the follow-up questions a wave did not cover, and handling the smaller decisions that never justified a survey. **Which teams inside a brand use Minds?** Marketing and brand teams for campaigns and messaging, product and UX for concepts and everyday friction, and insights teams who want a faster first read before committing to fieldwork. **Can we test images, video and packaging?** Yes. Add text, images, video, PDFs and websites to a question, and the audience responds to the asset itself rather than to a description of it. **How do we compare two audience segments?** Run the same question across segments and read them side by side. Because the segments persist, the same comparison can be repeated later without rebuilding either one. **What does it cost to run a study?** Studies run inside your plan rather than being quoted per project. Current plans and what each includes are on the pricing page. © 2026 Minds. Your target audience. AI-driven and grounded in transparent evidence. Build within minutes.