Yasna approach for refinement testing
Turn early ideas into validated executions
Combine qualitative depth with quant validation to select the strongest ideas with confidence.
Book a demoRefinement testing is a research approach where ideas, concepts, or insights are evaluated, prioritized, and sharpened based on real consumer response.
We combine qualitative exploration with structured validation to help you choose what to move forward with.
Book a personal demoEarly-stage ideas
break normal testing
People fill in the blank
Without enough detail, people imagine the product they'd like to see — not the one you're actually testing. Relevance and appeal end up inflated.
Scores become meaningless
Most concepts end up with nearly identical scores. The number alone can’t tell you which direction deserves investment.
Risks stay hidden
People rarely tell you what's missing this early. The real barriers only appear later — when they're much more expensive to fix.
The result is a decision made on gut feel, dressed up as data. We built the Early-Stage Refinement Test to end that.
We don’t just score concepts. We refine them
A standard concept test gives you a ranking and stops there. Our proprietary Early-Stage Refinement Test tells you why — and what to do next. It benchmarks each idea against category norms, uncovers what's driving the score, reveals the barriers holding it back, and captures the exact consumer language that will make every idea stronger. Two stages. One hybrid methodology. Decisions you can act on Monday.
Two stages that break the tie
Map the whole picture
Capture first, unfiltered reactions and benchmark every idea against category norms.
Measure the baseline potential of every idea against category norms.
Capture the full spectrum of reactions, including edge cases and quiet doubts.
Define what must be stress-tested in Stage 2.
Stress-test what matters
Bring the strongest reactions back to a fresh audience and force people to take a side.
Reveal the drivers that build appeal and the barriers that hold it back.
Separate ideas people simply like from ideas they need.
Translate insights into clear, well-illustracted directions for refining each concept.
Hybrid evidence: the numbers and the reasons behind it
Most research gives you one or the other — a score with no story, or a story you can’t size. We fuse them in a single source, so every finding turns an observation into understanding you can take into a boardroom and a brief.
Granular
See specific reactions, not blurred averages.
Sized
Measure appeal against category norms.
Specific
Identify what drives appeal — and what holds it back.
Illustrated
Support every finding with the consumer’s own words.
Depth at the
speed of a survey
Our proprietary AI moderator runs adaptive in-depth interviews — text and voice — that probe like a human and scale like a panel. It asks, listens, and follows up on what each person actually says, so you get qualitative richness across hundreds of people: fast, consistent, and cost-efficient.
Decisions, not data
A clear call
Which idea to back, and why — grounded in evidence, not opinion.
A ~15-slide deck
Executive-ready, built around your objectives. Share with stakeholders or drop straight into your own deck.
A live debrief
A one-hour call to align the team and pressure-test the next steps together.
From kick-off to decisions
in 11 days
Day 1
Kick-off call
Day 2-3
Stage 1 — Initial testing (AI-powered data collection)
Day 4-5
Stage 2 — Deep dive (AI-powered data collection)
Day 6-10
Executive report preparation
Day 11
Debrief & discussion
Stay Curious. Stay Ahead
