Concept testing and A/B testing, so you build the version that works.
Research & Strategy · Concept testing · Jakarta
Test ideas, prototypes and redesigns with your audience before development, then prove the new version beats the old one.
Teams we’ve researched for
What You Can Test
Packaging
New pack designs shown to shoppers before printing: what they notice first on the shelf, and which one they would pick.
Websites Before Launch
The new site tested with your audience before it goes live, so the launch isn’t the test.
App Flows & Prototypes
Clickable prototypes of sign-up, checkout or any key flow, tested before development.
Live A/B Tests
We set up and read the test: the new version against the old one, measured with real traffic.
Copywriting & Naming
Headlines, product names and buttons: which words people understand, remember and act on.
Campaigns & Ads
Key visuals, ads and social posts compared before the media budget is spent.
Results from Our Research
3concepts testedGamified tips site · NDA
10concept sessionsGamified tips site · NDA
157people tested & interviewedE-commerce · NDA
89%of the strategy implementedMirae Asset Sekuritas
Concept and A/B Testing, Explained
Concept Testing vs A/B Testing
Concept testing happens before you build: people react to an idea, a mockup or a prototype, and you learn what to keep. A/B testing compares two versions, either as a preference test with a group of people or live with real traffic, and tells you which one performs better.
Why Test Before You Build
Changing a mockup costs hours; changing a launched product costs weeks. For one brand we tested 3 concepts in 10 sessions before building: a reveal mechanic sparked curiosity once, but people only came back when what was revealed was new, useful or personal.
From Concept to a Tested Redesign
For an e-commerce brand we went all the way: large-scale testing, customer archetypes, then an A/B test of the new site against the old one, with 157 people tested and interviewed across three studies.
What You Get
Which concept or version wins and why, the numbers behind it, clips of people reacting, and a refined direction your designers can build.
Why Research with rekursiv.
Researchers Who Also Design and Build
The team that runs the study can design and build the answer, so findings don’t get lost in a hand-over.
Beyond Jakarta
Remote sessions across Indonesia and field days in other cities.
Local Language, Local Context
Sessions in Bahasa Indonesia with people recruited to match your real users.
Evidence You Can Act on
Ranked findings and clear next steps, not a report that sits in a drawer.
Industries: Banking & financeSecurities & tradingPublic services & SOEsTelcoFMCGE-commerceConsumer health
How a Study Runs
- 01Plan the questions that matter to the business, and who to ask.Research plan
- 02Recruit people who match your real users.Screened participants
- 03Observe sessions, interviews or field days, all recorded.Recordings & notes
- 04Analyse patterns across people, with the numbers behind them.Findings
- 05Recommend a ranked list of what to do, and the design to prove it.Recommendations
Research Projects
Tested before it’s builtConcept-Testing a Gamified Tips Site
Adult FMCG brand · Under NDA10 concept sessions
Segmentation to redesignFrom Segmentation to a Tested Redesign
Adult lifestyle e-commerce · Under NDA157 people tested & interviewed
From content to habitTurning a Content Site into a Habit
Adult FMCG brand · Under NDA180 people surveyed
Tested by 30 traders firstPre-Launch UX Research for a Trading App
Mirae Asset Sekuritas4.7 app rating
Registration 62% fasterRevitalizing a Stock Trading App
Bahana Sekuritas8+ new features
One website, nine countriesOne Website for Nine Countries
Kalbe Consumer Health9 countries launchedFrequently Asked Questions
What is concept testing?
Showing an idea, mockup or prototype to your audience before you build it, to learn what sparks interest, what confuses people and what to keep.
What’s the difference between concept testing and A/B testing?
Concept testing explores early ideas; A/B testing compares two finished versions to see which performs better.
How many people do you need?
For concept sessions, usually five to ten per audience; for a live A/B test, enough traffic for the difference to be clear.
Can you test with our real audience?
Yes. We recruit people who match your audience, or test with your own customers.
Can you run the A/B test on our live site?
Yes, with your analytics, or we set up the measurement with you.
Do you also design the versions?
Yes. Our designers make the concepts and prototypes, and refine the winning one.
How much does concept testing cost?
It depends on the number of concepts, audiences and sessions. We scope it after a short call.
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