A lateral flow assay device for detecting the presence or quantity of an analyte within a test sample is provided. The device utilizes multiple zones, one of which serves as an indicator of whether or not the analyte in the test sample is within the "hook effect" region. Based on this indication, a technique may be selected for correlating a measured signal intensity to an analyte concentration or range of concentrations. For example, when it is determined that the test sample falls outside the "hook effect" region, the analyte concentration may be determined using one portion of a dose response curve. On the other hand, when it is determined that the test sample falls within the "hook effect" concentration, the analyte concentration may be determined using another portion of the dose response curve. Alternatively, the sample may simply be diluted for re-performing the assay. The present inventor has discovered that such a detection technique may simply, quickly and accurately detect an analyte present at any concentration.