Concept Testing

Concept testing is an endeavor used in identifying early on potentially successful products. It focuses on taking into account people’s reaction to a basic idea of the product, helping in making decisions such as pass/fail.

Concept testing is taken place before a product is marketed. Hence, while promising a high probability of consumer acceptance, the attempt minimizes the research and development costs as well as the marketing costs.

The process for concept testing often depends on the type of product being developed, however it can be typically summarized in the following manner:
• Define the purpose of the test
• Choose a survey population
• Choose a survey format
• Communicate the concept
• Measure customer response
• Interpret the results
• Reflect on the results and the process