What is Product concept testing?
- Content Type:
- Glossary
Product concept testing Definition
The testing of new product ideas before they have been turned into prototypes.
Product concept testing is a research method used to evaluate consumer response to an idea or concept for a new product before it is developed or launched. It helps determine whether the concept is appealing, relevant and has potential in the market.
What are key aspects of product concept testing in marketing research?
- Tests early-stage product ideas before full development.
- Assesses appeal, uniqueness, purchase intent and fit.
- Can be conducted via surveys, interviews or online platforms.
- Uses stimuli such as written descriptions, visuals or videos.
- Gathers quantitative and qualitative feedback.
Why is product concept testing important in market research?
Product concept testing minimizes the risk of market failure by identifying weak or unappealing ideas early. It allows companies to refine concepts based on feedback, optimize resource allocation and increase the chances of a successful product launch.
Who relies on product concept testing in marketing research?
- Product development teams.
- Marketing strategists.
- Innovation managers.
- Brand managers.
- Consumer insights teams.
How do market researchers use product concept testing?
Market researchers use product concept testing to gather consumer reactions to new product ideas through structured surveys or qualitative feedback. Participants are shown concept statements or mockups and asked to evaluate the idea’s clarity, relevance, uniqueness and likelihood to purchase. Researchers analyze this data to identify which concepts resonate most with the target audience and which need refinement. This process guides product development, reduces the risk of failure and ensures alignment with market demand before significant investment is made.