1. Reduces Misinterpretation

2. Enhances Visual Communication

3. Increases Trust in Results

4. Saves Time Post-Study

5. Builds Internal Capability

Too Much Copy or Overly Complex Language

Unclear Visuals or Inconsistent Formatting

Missing Context

Asking the Wrong Type of Questions

Not Testing Before You Test

• Keep language simple and neutral
• Use consistent visual formatting across concepts
• Provide enough context for accurate evaluation
• Make sure feedback questions align with the stimulus
• Do a dry run to catch errors before launching

Why simplicity is the key to better concept testing results

When conducting consumer testing using platforms like Dynata, overstimulating your audience with complex messaging or dense visuals can cause confusion – and ultimately compromise data quality. Research participants have limited time and attention, meaning your concept stimulus must be clear, concise, and designed for fast comprehension.

Simplifying how you present product concepts isn't just about looking cleaner on the screen – it's about improving how respondents interpret, react to, and evaluate the ideas you’re testing. Whether you're engaged in copy testing, visual testing, or full concept evaluation, clarity supports confidence in your results.

Best practices to simplify copy

Even strong ideas can fall flat if the copy isn't easy to understand. Here are several ways to improve clarity and reduce misinterpretation:

• Use plain language: Avoid internal jargon, marketing speak, or overly technical terms. Speak how your consumers speak.
• Focus on a single promise: Outline the primary benefit the concept offers instead of crowding multiple messages.
• Limit character count: Aim for short sentences and impactful headlines. Reading fatigue leads to disengagement.
• Avoid biasing language: Words like “revolutionary” or “best-in-class” may sway reactions. Keep tone neutral and descriptive.

Visuals should support understanding, not overshadow it

When designing stimulus for visual testing or integrated concept evaluations, visuals are essential. But too often, images add noise instead of clarity. Every visual element should help participants picture the product, not leave them guessing.

When designing visual stimulus for Dynata testing or other DIY research tools:

• Use realistic and relevant imagery: Avoid abstract graphics or stock visuals that don’t match the concept's context.
• Minimize clutter: Keep design elements minimal and allow white space so that key messaging stands out.
• Label clearly: If you're testing variants or versions, be very direct with labels and descriptions to avoid cross-comparison confusion.

Think of your concept stimulus like a storefront window – you want it to be inviting, clear, and reflective of the product inside. Simplification doesn’t mean stripping things down to the point of blandness. It means eliminating anything that distracts, confuses, or creates ambiguity – and that directly improves your research quality.

Why experienced insight professionals improve stimulus design

While DIY research tools empower teams to manage projects internally, they don't replace expertise. The quality of your concept stimulus – and in turn, the accuracy of your results – depends on more than just knowing how to launch a Dynata test. That’s where SIVO’s On Demand Talent can make a significant impact.

Our On Demand Talent includes seasoned consumer insights professionals who know how to bridge creative thinking with proven research techniques. They help design stimulus that aligns with your objectives, speaks clearly to your target audience, and reduces confusion from the start. Instead of just plugging text and images into a template, they think critically about:

• Audience expectations – What will resonate given prior category experiences or mental models?
• Testing goals – Is the stimulus likely to isolate reactions to the core idea, or is it introducing new variables?
• Error reduction – Are there ways the current format might bias responses, skew rankings, or introduce noise?

On Demand Talent step in as trusted advisors, not just extra hands. They work alongside internal teams to:

1. Translate brief to stimulus: Connecting business questions to consumer-friendly concepts that will generate actionable insights.
2. Optimize iteration cycles: Helping teams move through pre-test, refinement, and final execution faster, with greater confidence.
3. Build long-term team capabilities: Sharing expertise so internal staff gains a better understanding of best practices for Dynata concept testing.

In one fictional example reflective of common challenges, a food startup was struggling to determine whether consumers were reacting poorly to their product ideas or simply misinterpreting the concept visuals. By bringing in a fractional On Demand insights expert, they discovered their pack design was signaling a different flavor category altogether. With revisions guided by the expert, stimulus clarity improved – and so did respondent engagement and data reliability.

Unlike hiring a consultant or freelancer, SIVO’s On Demand Talent are rigorously vetted professionals who integrate seamlessly with your team. They get up to speed in days and bring specialized skill sets tuned to stimulus design, study execution, and post-analysis clarity.

When your concept’s success hinges on how people perceive and interpret your materials, experience matters. On Demand Talent ensures your stimulus does justice to your idea – and that your results are rooted in clean, high-quality input.

Making DIY research work smarter, not just faster

DIY testing platforms like Dynata have made consumer testing faster, more accessible, and budget-friendly. But with this ease also comes risk. If you're not careful, poor stimulus design or flawed survey setup can lead to unreliable outcomes – defeating the purpose of doing the research at all. The good news? High-quality results are possible, even with short timelines and lean teams, if you plan carefully.

Here are a few practical ways to elevate your DIY research:

• Start with a clear objective: Before jumping into stimulus creation, clarify what you want to learn. Are you validating appeal, gauging believability, or iterating on positioning? The more specific your goal, the easier it is to create targeted, relevant stimulus.
• Design with your audience in mind: Always test concepts in the context your end consumer would actually experience them. Avoid corporate or insider language. Think about cultural cues, lifestyle, and comprehension levels.
• Pretest internally or with a small sample: Before launching broadly, test stimulus readability and interpretation with colleagues unfamiliar with the project. Fresh eyes can surface surprises or confusion points early.
• Limit the number of concepts per test: Cramming too much into one test can reduce attention and increase drop-off. Less is often more.
• Use visual hierarchy: Ensure headlines, body copy and calls-to-action are organized in a way that mimics consumer-facing communications. Participants should be able to scan quickly and still understand the concept.

When to bring in outside expertise

When teams feel stretched thin, or when a test has higher strategic importance, many choose to bring in On Demand Talent as a flexible solution. Rather than hiring an agency for a single project or risking missteps internally, On Demand professionals can serve as a short-term project lead, stimulus designer or research QA partner. They know how to make DIY research tools work harder – and make your insights team look smarter in the process.

Simplified testing platforms are only as strong as the inputs and execution that power them. With the right mix of thoughtful stimulus design, internal coordination, and occasional outside support, your next Dynata test can deliver results that are fast, cost-effective – and reliable.