In a prediction market, concept testing questions are designed to measure the likelihood or probability (0-100%) of an event happening. Participants are not asked to report their own preferences or opinions, but rather to predict how they feel a target audience might respond to the concept under testing. Leveraging a validated prediction algorithm, HUUNU quantifies a Prediction Likelihood Index for each question based on the collective judgment of the participants. The analysis would then be presented as a probability, for example, “dog owners are 87% likely to buy this product”.