Concept & Scenario Testing
When the idea exists but nothing's built yet
You have a product concept, a policy change, a communication strategy — and no creative to test. Before you commit engineering or design time, Chorus lets you have a multi-turn conversation with personas about the idea. Understand reactions, concerns, and enthusiasm before anything gets built.
The problem
Early-stage ideas are hard to test. You can't A/B test a concept that doesn't exist yet. Surveys ask closed questions about open problems. And by the time you build a prototype, you've already invested weeks of engineering time on assumptions nobody validated.
How Chorus helps
Conversational exploration
Describe your concept in plain language. A persona responds with their honest reaction — then you can follow up, probe deeper, reframe, or pivot. It's the conversation you'd have in a user interview, without the scheduling.
Scenario framing
Set the context: "You're a first-time home buyer and your bank just offered this new product." Personas respond from within that scenario, grounded in their demographic reality — not abstract opinions.
Iterate fast
Test three different framings of the same concept in an afternoon. Compare reactions across audience segments. Refine your language before a single line of code or design pixel.
Who uses this
- Product managers testing feature concepts before sprint planning
- Policy teams pressure-testing communication language
- Founders validating positioning with target segments
- Communications teams testing crisis response messaging
Common questions
How is Concept Testing in Chorus different from Creative & Message Testing?
Creative Testing in Chorus requires an artifact — a script, storyboard, ad, or landing page — and scores it across resonance, clarity, and cultural fit. Concept Testing needs only an idea, and uses multi-turn conversation with personas to probe reactions, concerns, and enthusiasm. Use Concept Testing when nothing's built yet; switch to Creative Testing the moment you have something to evaluate.
How many conversation rounds can I have with a persona in Chorus?
Concept conversations in Chorus are multi-turn and open-ended. You design the conversation length around your concept's complexity — a simple positioning test might be two or three exchanges, while a nuanced product concept could run longer.
Can Chorus personas push back or express concerns, not just react positively?
Yes — the design intent is honest reactions, including skepticism, confusion, rejection, and cultural pushback. Chorus is built to surface the objections you'd hear in a real user interview, which is the whole point of concept testing before investing engineering or design time.
What kinds of concepts work best in Chorus?
Anything describable in plain language: product features, policy language, communication strategies, positioning statements, crisis messaging, pricing models, onboarding flows. If you can explain it in a paragraph, Chorus can test it conversationally.
When should I switch from Concept Testing to Creative Testing?
The moment you have an artifact, even a rough one. Creative Testing in Chorus evaluates the execution — narrative structure, visual semiotics, production quality, cultural sensitivity — not just the underlying idea. Many teams use both in sequence: concept test the idea, then creative test each iteration of the production.
How do I start a concept conversation in Chorus?
Book a demo and the Navay team will walk you through framing your concept, choosing a persona panel, and designing the conversation. Chorus is currently demo-gated while we onboard design partners, so access goes through the team rather than self-signup.
Test your next idea in minutes
Book a demo and see how Chorus handles concept conversations.