Product Evaluation

Sometimes the question is not a trade-off but a verdict: show respondents finished product concepts and let them judge. The product evaluation item presents complete concepts side by side and captures the reaction.

Product concept test: four sparkling water can concepts as cards with image, flavor, calories and price; Cucumber Mint is selected and an option saying I wouldn't buy any of these sits below. — **Cards.** Four can designs side by side, each with its flavor, calories and price. A click anywhere on the card selects it, and the “None of these” bar below carries your own wording.

Concepts as respondents should see them

Each concept is a card with an image, a name and labelled characteristics such as flavor, calories or price. Show the cards side by side, as a full-width list, or as a compact grid that reads like a comparison table. Card width, image height and ratio and cards per row are yours to set, and on a phone the cards stack. It needs no conjoint design, it is a standalone question.

Three layouts: cards, list and compact grid
Detailed, image-only or name-only options
Optional "None of these" with your own text

Product concept test: multiple choice with four can images and checkboxes, two of them ticked, above them the note Select 1 to 2 options. — **Pick several.** Multiple choice with a minimum and a maximum, here one to two flavors for the cart. Name and image only, without the characteristics.

A verdict on each concept

Ask respondents to react the way your question needs: pick one or several, rate each concept with stars, an NPS scale or a slider, split a fixed number of points, or rank the concepts. A single choice is stored as a clean product index (with zero reserved for "none"), every other type gets one column per concept, and results land in Survey Analysis and every export like any other item.

Seven response types, from single choice to ranking
Minimum and maximum picks for multiple choice
One column per concept in every export

Where it fits

Product evaluation answers a different question than conjoint: not "which attribute drives the choice" but "how does this finished concept land". Typical uses:

Concept screening before investing in a full conjoint study
Package, design or naming tests with visual stimuli
A quick verdict block alongside CBC or MaxDiff in the same survey

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