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Innovation testing


At AQ Rate, we take a comprehensive approach to innovation and adoption research, supporting the introduction of new products, services, categories, brands, start-ups, and scale-ups. Our studies help assess market receptivity, identify adoption drivers and barriers, and evaluate potential demand, enabling organisations to refine their concepts, reduce launch risks, and maximise adoption across all sectors. 


You will find examples of studies here.

Why it's important

Innovation and adoption research is important because it helps organisations evaluate the real potential of new products, services, or concepts before and after launch. By identifying adoption drivers, barriers, and target audiences, brands can reduce market risks, refine their value proposition, and optimise go-to-market strategies. These insights support informed decision-making, accelerate adoption, and increase the chances of long-term success.

To sum up in 3 points :

Reducing launch risk

Assesses market receptivity and potential demand before and after introduction.

Identifying adoption drivers and barriers

Reveals what encourages or limits uptake among target audiences.

Maximising adoption and success

Informs positioning, targeting, and go-to-market strategies for sustainable growth.

What insights can be found in this study? 

At the end of the study, AQ Rate delivers a set of structured and directly usable insights, including:

  • Innovation awareness and understanding: awareness of the new product, service, concept, or category, and clarity of its value proposition.

  • Adoption potential: interest, purchase or usage intent, and likelihood of adoption among target audiences.

  • Drivers and barriers to adoption: factors encouraging uptake as well as obstacles, concerns, or resistance.

  • Target audience identification: early adopters, priority segments, and profiles most likely to adopt.

  • Perceived differentiation and relevance: comparison with existing alternatives and perceived added value.

  • Pricing and value perception: willingness to pay and perceived value for money, when relevant.

  • Go-to-market implications: insights to refine positioning, messaging, distribution, and launch strategy.

  • Actionable insights and recommendations: concrete guidance to optimise innovation development and maximise adoption success.

Interested ? Would you like to learn more about innovation and adoption research ?

Contact us now ! 


Partners and references

Because we deliver proven expertise and reliable insights, leading partners consistently trust us to support their strategic decisions.

See our case studies

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