Concept Testing

Concept testing is a quality check between the description of an idea and actual product development. A variety of approaches are available for concept testing. All methods involve a group of potential consumers rating one or more concept statements in which each concept is presented with specific focus on consumer needs or benefits. The method of testing is based on the purpose of concept testing and should therefore provide all elements of interest where feedback is expected. 

The following purposes of practical concept testing:

  • To develop the original idea further.
  • To estimate the concept's market potential.
  • To eliminate poor concept(s).
  • To identify the value of concept features.
  • To help identify the highest potential customer segment(s).
  • To generate an estimate of sales or trial rate.
  • To provide diagnostic information.
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