10 Questions to the truth

Validate your business idea with real consumers

A structured concept-testing service based on the 10 Questions to The Truth framework, using responses from an Irish consumer panel (n=500), statistically weighted to national population benchmarks.

For founders, advisors, product teams and feasibility studies

01. Current Behaviour

People don’t buy ideas. They buy solutions to problems they already experience.The first part of the framework establishes what people currently do, how they behave, and what alternatives they already use. This avoids hypothetical answers and grounds the research in how people actually behave.

02. Problems and frustrations

If there is no real problem, there is no real opportunity.Here we explore whether people encounter problems or frustrations with existing solutions, and how important those problems are in their day-to-day lives.

03. Reaction to your concept

Only once behaviour and problems are understood do we introduce your concept.Respondents are then asked structured, non-leading questions about appeal, relevance, likelihood to buy, and price expectations.

10 Questions Package

What's included

Every concept validation study includes:

  • A structured 10-question concept-testing questionnaire, adapted to your idea

  • Access to 500 Irish-resident adults, full regional coverage

  • Statistical weighting of responses to reflect national representation by age group and gender identity

  • Analysis focused on behaviour, problems, and purchase intent

  • Clear interpretation, not just charts or tables

  • A concise, decision-ready written report

  • Practical guidance on what to do next

This is not raw data or self-serve survey access. Analysis and judgement are part of the service.While this service is optimised for Ireland, international studies can also be accommodated using equivalent external samples.
Larger sample sizes also available on request.

Concept validation studies are priced from €3,800 + VAT, depending on final question scope.
Each project is scoped individually to ensure the framework is applied correctly.

Request the sample report

Enter your details below and I’ll send you the full sample report using a fictitious product concept.
This will give you a clear sense of:
- how the questions work
- how results are interpreted
- how a go / no-go decision is reached

No obligation. I’ll send the sample report and you can decide if it’s relevant.

Danny Sheahan

Cover of 10 Questions to The Truth

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