What's The Big Idea?

A mistake we see being made while communicating concepts for consumer testing is illustrating multiple ideas on the page instead of just one big idea. (It's tempting to highlight many features of one product.)

Consumer testing is like a science experiment, you want to test one variable at a time.

If you include multiple ideas on a page, you will not be able to tell which idea is responsible for your consumer's feedback and you run the risk of blurring their focus.