Discover your next big product opportunity

Find unmet consumer needs, spot emerging trends, and concept test ideas — before you invest in development.

Identifying a winning idea is hard

• Your gut can only take you so far
• Your stakeholders are too close to be unbiased
• Patchwork consumer feedback doesn’t add up to rigorous research
• High-potential opportunities get missed

The result

Wasted R&D — and missed growth.

Idea screen4 concepts · 300 consumers

Ranked by top-box appeal

• Concept C — protein bites 86 → Pursue
• Concept A — savory granola 71
• Concept D — fruit chews 58
• Concept B — seed crackers 41

Highlight AI: Portability, not flavor, is the top appeal driver for Concept C.

Explore smarter with Highlight

• Testing early ideas with real consumers
• Comparing multiple opportunity areas side by side
• Using AI to surface unmet needs and trends
• Identifying and sizing your biggest upside

Learn more about concept testing

Explore your opportunities

• White space opportunity identification
  Map your category’s unmet needs to find the gaps no competitor has claimed.
• Audience profiling
  Understand exactly who your consumer is — habits, attitudes, and what drives their choices.
• Digital discovery
  Survey-only research that screens ideas, claims, and audiences before anything ships.
• Co-creation
  Develop alongside consumers, iterating concepts and formulas with the people who’ll buy them.
• Concept testing
  Put early ideas in front of real consumers to learn which deserve development dollars.
• Product innovation solutions
  Pressure-test innovation from first spark to shelf-ready, with consumer feedback at every step.

See all use cases

See how Highlight helps teams explore and innovate

Get a personalized walkthrough of how to find your next big opportunity.

See Highlight in action