In 2025, our research team conducted an impressive 340 tests across various categories. From concepts to packaging, and from campaigns to brand tracking – everything was tested to help brands make data-driven decisions. It was a year full of innovative developments, where new ideas were validated, and concepts were fine-tuned for greater impact. The year was focused on delivering quick, targeted insights and validating ideas that truly make a difference. 

The data highlights a balanced research portfolio, with brand health monitoring and product innovation receiving the most attention, while creative optimization remained a consistent priority throughout the year. 

Below, you’ll find the top 5 test types and how our research efforts were distributed across different categories. 

Brand Tracking Leads the Way

Agile Brand Trackers took the lead as the most frequently used research method, with 63 studies. This emphasizes the ongoing importance of monitoring brand health and consumer perception in real time.

Focus on Product Development 

Concept Testing for products ranked second with 44 tests, reflecting a strong focus on validating new product ideas before market launch.

Visual & Creative Research

Creative testing saw significant activity this year: 

• Packaging Tests: 39 studies ensuring shelf appeal 
• Video Tests: 35 evaluations of video content effectiveness 
• Copy Tests: 24 assessments of messaging impact 

Together with 70+ creative tests overall, this demonstrates a strategic focus on optimizing consumer-facing materials. 

We look forward to 2026, with even more exciting data and insights ahead!