Web-based consumer researcher BuzzBack http://www.buzzback.com/ has rolled out an online concept analysis tool, through which respondents can highlight those areas of a product idea, advert, package or web site that are meaningful to them, rather than selecting from a list of predefined options. The firm says its new ‘Concept Focus’ tool has been developed to offer new ways to dissect an idea. Respondents are presented with an online stimulus as part of a larger survey. Using the custom toolbars, they can record their reactions to the stimulus (likes, dislikes, etc) – with up to 25 available tools; each of which can be linked to an immediate comment box. Concept Focus has its own proprietary reporting environment. Questions can be tailored to meet client requirements, and all features are fully customizable, and because the tool can pinpoint specific elements of a stimulus, it can provide detailed context to individual responses. BuzzBack says this enables researchers to ‘slice and dice’ data based on specific tools – where they are used, when they are used, and why they are used – as well as other survey data such as key metrics and demographics. ‘The development of Concept Focus distils our learning from thousands of concept tests over the past 10 years, culminating in a tool that allows a new degree of flexibility and insight,’ states President Carol Fitzgerald. Web site: www.buzzback.com .