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Concept testing lets you put real visuals and live prototypes in front of participants while the AI interviewer guides the conversation. Instead of asking participants to imagine a feature, you can show them a mockup, marketing screenshot, or working prototype and capture their reactions in their own words.

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When to use concept testing

Concept testing studies are designed for any moment where the participant’s reaction depends on seeing something concrete:

Visual designs

Compare two homepage mockups, validate a new icon set, or get reactions to a redesigned dashboard before you build it.

Feature concepts

Show wireframes or annotated screens of a feature you’re considering and learn whether participants understand the value.

Marketing copy

Test headlines, value propositions, or onboarding screens to find which framing resonates with your audience.

Live prototypes

Share a Figma prototype or staging URL and let participants click through it while the interviewer asks follow-up questions.
Concept testing is a study type. When you create a study with the Concept Test template, the interview is configured to display images and links inline, and the interviewer prompt is automatically extended with instructions for showing each concept at the right moment.

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What you can attach

Each Concept Test study supports two kinds of assets:
Asset typeUse forExample
Concept imageStatic visuals you want the participant to look atHomepage mockup, ad creative, screenshot
Concept linkInteractive pages the participant should openFigma prototype, staging URL, demo video
You can attach as many of each as you need. Every asset has a label that the interviewer uses to refer to it during the conversation, so labels should describe what the participant is about to see.

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Attaching images

1

Open the customize step

From the study creation flow, navigate to the Customize step. If your study uses the Concept Test template, you’ll see an image upload area.
2

Upload an image

Drag a file into the upload area or click to browse. Supported formats are PNG, JPEG, GIF, and WebP.
3

Give it a label

Enter a short, descriptive label such as Homepage v2 or Pricing page — control. The interviewer will reference this label when introducing the image to the participant.
4

Repeat for additional images

Add as many concept images as your study needs. Each upload appends to the list — your previous images stay in place.
Labels must be unique within a study. Uploading a new image with a label that already exists replaces the existing image (case-insensitive match). If you want to keep both, use distinct labels like Homepage A and Homepage B.

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Removing an image

Click the delete control next to any uploaded image to remove it from the study. The image is deleted from storage and the interviewer will no longer reference it.
Use concept links when you want the participant to interact with something live — a prototype, a draft landing page, or a demo environment.
1

Add a link

In the customize step, find the Concept links section and click to add a new link.
2

Enter the URL

Paste the full URL (for example, a Figma prototype share link or your staging environment).
3

Label it

Give the link a clear label such as Checkout prototype or New onboarding flow. As with images, labels are unique per study and a duplicate label replaces the existing entry.
Make sure any link you attach is publicly accessible — or at least accessible to the participants you’re inviting. Figma prototypes should be set to “Anyone with the link can view,” and staging URLs should not require login unless your participants have credentials.

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How participants experience concepts

During the interview, the AI interviewer decides when to surface each concept based on the conversation. Two things happen on the participant’s side:
  • Images appear inline in the interview surface as soon as the interviewer chooses to show them. The participant sees the image alongside the conversation and can refer back to it as they answer follow-up questions.
  • Links are presented through a banner that prompts the participant to open the page (or share their screen so the interviewer can guide them through it). Once the participant opens the link, the interviewer continues the conversation around what they’re looking at.
Because concept tests rely on visual reactions, these studies always record video so you can review the participant’s expressions and screen alongside their verbal answers.
Participants don’t need to do anything special to access concepts — the interviewer introduces each one at the right moment in the conversation and points them to it.

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Best practices

Limit the number of concepts

Three to five concepts per interview is plenty. Too many assets fragments the conversation and shortens the time spent on each one.

Label concepts for the interviewer

The interviewer reads your labels out loud and uses them to decide what to show next. Pricing page — variant B works much better than image2.

Order matters

The interviewer generally walks through concepts in the order you upload them. Put the most important concept first so it gets the most attention even in shorter sessions.

Test before launching

Run the test conversation feature end-to-end to confirm each image and link appears at the moment you expect.

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Designing the conversation around your concepts

A few tips that consistently produce richer concept-test interviews:
  • Ask for first impressions before context. Have the interviewer show the concept and capture an unprompted reaction before explaining what it is.
  • Compare, don’t just rate. If you’re testing two variants, attach both and let the interviewer ask the participant to compare them directly.
  • Pair static and interactive assets. Use a static image to anchor the discussion, then share a prototype link so the participant can experience the flow.
  • Keep links lightweight. Multi-page Figma prototypes work well; a 30-step click-through usually doesn’t fit in an interview window.

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Frequently asked questions

Does the participant need a special browser or app? No. Images render inside the interview surface, and links open in a new tab in whatever browser the participant is already using. Can I update a concept after launching the study? Yes. Uploading an image or link with the same label replaces the existing entry, so you can swap a concept mid-study without recreating the assistant. Bear in mind that interviews already completed will still reflect the version of the concept that was live at that time. Are concept reactions captured in the report? Yes. The transcript records what the participant said about each concept, and the recording captures their on-screen reactions. The study report and Intelligence Hub treat that material like any other interview content. What if a participant can’t see the image or open the link? The interviewer is prompted to confirm the participant can see each concept before asking detailed questions. If the participant reports a problem, encourage them to refresh or reopen the link, and keep the interview going with verbal description as a fallback.

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Next steps

Test your conversation

Run a dry-run interview to confirm each concept appears as expected.

Set up the interviewer

Choose the interviewer voice and mode for your concept test.