Groups of consumers in the target market are pre recruited to attend a central location (usually a Tangible facility). Repeated over the course of one or two days with enough groups to provide a robust sample, respondents are presented with new product concepts (boards, packcepts, product prototypes or useable samples) in rotation. Each is subjected to a rigorous structured questionnaire moderated in silence providing a quantitative response to the idea.  Short discussion groups are facilitated by a qualitative researcher to dig into responses to the concepts, to identify themes and issues and discuss barriers to comprehension, distinctiveness, relevance and appeal. Results are collated for a rapid numbers topline followed by a diagnostic report from the qual.