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Concept testing is for studies where you’re putting specific stimuli in front of participants (product concepts, pack designs, ad creative, brand names, messaging) and you want to analyse the reaction to each one separately. You give CoLoop a list of concepts, and it tags your research wherever each concept comes up: on a slide that’s on screen in a video recording, or mentioned by name in a transcript. Those tags then flow into your grids and chats, so you can pull up everything said about one concept across every session at once.

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How it works

  1. Add your concepts. During project setup you list the concepts you’re testing, each with a name, an optional definition, and any synonyms participants might use.
  2. Give CoLoop something to match against. Either upload the stimulus deck you showed on screen, or rely on participants mentioning concepts by name in the transcript.
  3. Import and transcribe your files. CoLoop runs concept detection automatically.
  4. Review and analyse. Check the tags on the concepts timeline, correct anything that needs it, then analyse by concept in grids and chat.

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Which setup do I use?

CoLoop tags concepts two ways. Most studies use one or the other; some use both across different files.

With a stimulus deck

You showed a deck on screen and recorded it. CoLoop tags the concepts on screen in each video. Best for visual stimuli.

Without a stimulus deck

Concepts came up in conversation. CoLoop tags transcript segments that mention them or their synonyms.

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After detection

However the concepts were tagged, you review and work with them the same way, on the concepts timeline in each transcript, where you can see when each concept came up, correct detection, and tag concepts by hand.

Analysing concepts

Once your concepts are tagged, see how to use them in grids and chats to compare reactions across concepts.