Research Topics:

Concept Development | Concept Optimization | Concept Research | Concept Testing

Content Type:

Glossary

Concept Testing Definition

The process of testing approaches, positioning statements or creative presentations with the target audience before a new product or ad is developed further.

Concept testing is the process of evaluating a new product, service or idea's viability and appeal to target audiences before launch. It involves presenting the concept to a representative sample of the target market, then gathering insights to assess its potential performances in the marketplace. Testing provides a structured way to gauge consumer reactions and make informed decisions before a new product, service or advertisement is fully developed. It minimizes the risk of launching a product or idea that might not appeal to consumers. Testing can lead to alterations and improvements.

Who relies on concept testing?

Product developers, marketing professionals and businesses seeking to introduce new offerings find concept testing valuable to lessen the risk of a poor product launch and to enhance the chances of a successful launch.

Why should I care about concept testing?

Concept testing can identify flaws, misunderstandings or negative aspects of prospective products or services that might not resonate well with consumers. Insights from the testing increase the likelihood of new products or services meeting customer needs and preferences, thus leading to stronger market performance.