In concept testing, a “stimulus” is simply the idea you’re presenting to consumers for feedback. This can take many forms – from a product description to an advertising visual. When you hear the term multi-format stimulus, it refers to testing concepts in more than one format, typically:

• Copy-only concepts – Plain text descriptions of a product, message, or claim
• Visual concepts – Images such as mockups, ads, or packaging designs
• Hybrid concepts – A combination of both, where visuals are paired with explanatory or promotional copy

Multi-format concept testing is common because different formats can influence how consumers respond. A product innovation that performs well visually might not score as high in a copy-only format, and vice versa. By testing multiple formats side by side, researchers can better understand which elements are driving appeal or confusion.

Why Do Formats Matter in DIY Research Tools Like Toluna?

Platforms like Toluna offer speed, flexibility, and access to real consumers – but they rely heavily on how YOU design the test. Without experienced input, there’s a risk that the performance difference between concepts reflects formatting inconsistencies rather than true consumer preference.

For example, if one idea includes a compelling image while the others don’t, it might win by default – not because it’s stronger, but because it’s more engaging in appearance. That’s why experienced stimulus development is a critical step in high-quality concept testing.

When Should You Use Multi-Format Stimulus?

Multi-format stimulus is especially useful when:

• You’re in early idea screening and want to see if a concept has legs in text before investing in visuals
• You want to understand how a visual element enhances or detracts from consumer understanding
• You’re comparing formats to inform future creative development (e.g., copy-first vs. visual-first messaging strategies)

By comparing copy, visual, and hybrid concepts under consistent test conditions, brands can pinpoint strengths, identify risks, and guide the next stage of development with more confidence. When paired with expert input – like that offered through SIVO’s On Demand Talent – it becomes even easier to get meaningful, actionable results while maximizing your investment in DIY testing platforms.

Creating effective multi-format concept sets isn't just about plugging ideas into Toluna – it’s about designing your stimuli with consistency and clarity, so that consumer feedback truly reflects the differences in content, not inconsistencies in format. Whether you're testing product ideas, advertising messages, or packaging directions, the way you structure your copy, visual, and hybrid concepts will directly impact your results.

Start with the Concept, Not the Format

First, clearly define the idea behind your concept. Is it a new product feature? A promotional claim? A repositioning message? Once that’s nailed down, you can build each format around the same core idea.

Think of it like this: If all three versions – copy, visual, and hybrid – were explaining the same elevator pitch, what’s the key takeaway you want consumers to walk away with?

Best Practices for Structuring Single and Multi-Format Stimuli

Here are some guidelines to ensure apples-to-apples concept comparisons:

• Copy Concepts: Keep messaging concise, ~75–125 words. Stick to 1–2 main ideas. Use plain language – no technical jargon or insider terms unless appropriate for your audience.
• Visual Concepts: Ensure consistent formatting, size, and resolution across visuals. Confirm visuals include the same messaging level represented in the copy version (if relevant).
• Hybrid Concepts: Combine your tested copy with a matching or complementary visual. Make sure both elements work together and tell a single, cohesive story.

Consistency is key. Uneven levels of detail or production polish can introduce bias. If one visual looks like a finished ad and another is a rough sketch, it can skew perceptions – even if the idea is stronger in the rough version.

Clarify the Format Differences for Survey Takers

Especially in DIY platforms like Toluna, it’s helpful to insert a line explaining how consumers should review the concepts. For instance: “Some of the ideas shown are in visual or combined formats. Please focus on the idea itself when making your evaluation.” This reminder helps respondents give more objective, useful feedback.

When to Bring in Expert Support

If you're unsure how to build your concept sets, you’re not alone. It’s increasingly common for insights professionals – or business owners wearing many hats – to seek help with formatting, wording, or visual standardization. That’s where SIVO’s On Demand Talent model comes in.

On Demand Talent offers flexible access to seasoned professionals who understand stimulus development and can help your team:

• Translate early ideas into test-ready formats
• Review and refine copy for clarity and consistency
• Guide visual execution and alignment with brand standards
• Train your internal team to do it independently in the future

This kind of expert support helps ensure your concept tests don’t just run – but that they deliver high-quality, reliable insights your business can act on.

Best Practices for Building Concept Sets in Tools Like Toluna

Creating effective concept sets for platforms like Toluna hinges on thoughtful stimulus development, structure, and consistency. When you're dealing with multi-format stimulus – meaning copy-only, visual-based, and hybrid concepts – your goal should be to ensure clear, fair comparisons. This lets your concept testing deliver the most accurate and actionable consumer insights.

Build Concept Stimuli with Purpose

Each stimulus format brings different strengths. Copy-only concepts allow you to isolate messaging, eliminating design influence. Visual concepts give you insights into the impact of color, imagery, and layout. Hybrid concepts combine both, approximating nearly finished advertising or packaging pieces. For Toluna testing or similar DIY research tools, it’s essential to be intentional in how you design and pair these formats together.

Ensure Consistent Framing Across Formats

To yield valid comparisons, present each concept with similar framing. This includes:

• Matched Content Scope: Make sure all concepts include the same level of product detail, features, claims, or offers.
• Neutral Formatting: Keep layouts consistent between copy and visual formats. A flashy design on one versus text block on another may unfairly bias results.
• Equal Exposure: Rotate or randomize concept order in the test to minimize order effects or primacy bias.

Align with Your Brand Guidelines

Even in early concept testing, stimuli that reflect your brand tone and identity lend clarity to results. Using the right language, colors, and voice helps consumers evaluate ideas in the correct context – which is crucial for visual and hybrid concept testing formats.

Consider the End Use of Results

Ask yourself: Will this data support a go/no-go decision? Refine positioning? Feed into innovation planning? Your test design should serve your business objective directly. For instance, if you're comparing ad copy and visuals to choose a campaign direction, structure your concept test stimuli accordingly to mirror end-use environments.

To illustrate, a fictional skincare brand doing Toluna testing could present three variants of a new product concept: one with detailed copy exploring unique ingredients, one centered around a mock-up of the product bottle, and a hybrid version combining both. Consistency in message and framing allows the brand to understand which stimulus format best connects and why.

Overall, smart stimulus design in DIY tools like Toluna goes beyond formatting – it’s about crafting a balanced, reliable testing environment that leads to confident decisions.

Why Governance Matters: The Role of Insight Experts in Quality Testing

Even the best DIY research tools, like Toluna, can’t guarantee quality outcomes without human oversight. While platforms make setup and deployment seamless, the integrity of your concept testing still depends heavily on the quality of what goes in – and how results are interpreted. That’s where governance comes into play.

The Hidden Risk of DIY Research

With the rise of DIY tools, businesses can test quickly and often – which is a huge advantage. But without expert guidance, teams can unintentionally introduce bias, misstructure tests, or interpret results in ways that lead to the wrong conclusions. These missteps reduce the reliability of consumer insights and can cost time and money.

For example, inconsistent stimulus formatting across copy and visual concepts might lead teams to favor one direction not because it resonates more with consumers, but because it was simply presented in a more appealing way. Insight professionals help prevent these issues with proper oversight and objectivity.

How Expert Oversight Drives Better Outcomes

Insight experts understand how to:

• Keep Testing Aligned with Business Goals: Professionals ensure concept testing directly supports decisions that drive strategy, not just curiosity.
• Validate Stimuli and Methodology: Experts evaluate whether your concepts are truly comparable or if subtle differences may skew results.
• Interpret Results Thoughtfully: They go beyond surface-level preferences to uncover what consumers are really saying – and why it matters.
• Apply Learnings Holistically: Insights don’t live in isolation. Governance ensures they feed into broader marketing, product, or innovation plans.

Bringing Rigor Without Overcomplicating

Quality doesn’t have to mean complexity. With the right experts guiding your DIY concept testing, your team can move fast with confidence. Insight professionals help strike the right balance between speed and rigor – ensuring results are not only quick, but also actionable and grounded in research best practices.

Especially when testing multi-format concept sets, seasoned professionals protect against faulty comparisons and help extract relevant themes from the data. Their role is not just to oversee the process, but to elevate it – making your investment in tools like Toluna more impactful overall.

When to Bring in On Demand Talent to Maximize Your Concept Testing ROI

Building the right concept test is a blend of art and science. But when internal bandwidth or expertise is stretched thin, knowing when to bring in outside help can make all the difference. That’s where On Demand Talent offers a powerful advantage.

Not Just Extra Hands – Experienced Professionals

Unlike freelancers or consultants who may require onboarding or micromanagement, On Demand Talent from SIVO consists of experienced, vetted insight experts who hit the ground running. These professionals not only know how to use DIY research tools like Toluna but also understand how to structure multi-format stimulus, craft test designs, and interpret data in a business-relevant way.

You might consider bringing in On Demand Talent for concept testing when:

• Your internal team is at capacity and needs flexible support to execute quickly
• You’re working with a DIY tool like Toluna but unsure how to structure copy vs visual concept comparisons
• You need short-term expertise to oversee stimulus development and ensure proper test governance
• Your team is learning new tools and would benefit from embedded training on best practices
• You want to ensure insights lead to decisions – not just interesting data points

Flexible Support, Without Sacrificing Quality

Whether you’re testing early-stage ideas, ad copy, or packaging visuals, On Demand Talent helps you get more value from each test. They can step in to lead concept development, align the test with strategic objectives, and help translate findings into recommendations your broader team can act on.

And because this support is flexible, you get what you need – whether it’s a few days to build a concept set, a few weeks to guide multiple testing waves, or a few months to coach your DIY research team toward independence.

Strengthening Internal Capabilities Along the Way

A unique benefit of On Demand Talent is that they don’t just do the work – they also elevate your team’s capabilities through collaboration. If you’re investing in concept testing platforms like Toluna long-term, this knowledge transfer helps your internal team get better at using these tools more strategically going forward.

In short, bringing in On Demand Talent isn’t about outsourcing – it’s about equipping your team to grow stronger, faster, and more confident in delivering research that moves the business forward.