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  • CCT is our proprietary approach to testing new ideas around the globe. Over 1000 concepts have successfully passed through Kumar Insights' concept validation process, thereby allowing us to build a reliable set of norms.

  • We have conducted ongoing CCT programs in the US, Europe, Asia and Latin America.

  • The CCT methodology helps standardize concept testing to a point where any concept tested at any point in time can be directly compared with any other concept tested at any other point in time.

  • In addition to traditional metrics, each concept is evaluated using our concept highlighter too, ILLUMINATOR, which adds an additional layer of insight as to WHY a concept is strong or weak.

  • Our state of the art and easy-to-use custom portal is regarded as an industry best by clients.