concepttesten

Concepttesten, or concept testing in market research, is a method to evaluate potential product, service or marketing concepts with a target audience before development or launch. The goal is to gauge appeal, comprehension, differentiating power, and potential demand, to decide which concepts deserve further investment.

Typically, researchers define objectives, develop concise concept descriptions that include key benefits, features, positioning, and rough price range, then recruit representative respondents. Concepts are presented in neutral terms, sometimes with visuals or prototypes. Data collection can be qualitative (focus groups, in-depth interviews) or quantitative (online surveys, rating scales, conjoint analysis, max-diff).

Common metrics include overall appeal, comprehension, perceived value, message clarity, differentiation from competitors, and purchase intent or willingness to pay. Results help with concept prioritization, optimization (tuning features or messaging), and initial demand forecasting, guiding product development and marketing strategy.

Strengths include early user feedback, reduced development risk, and informed go/no-go decisions. Limitations involve hypothetical bias, the potential mismatch between stated intent and actual behavior, sample bias, and differences between a written or visual concept and a real product. Costs and timing may also constrain the number of concepts tested.

In practice, concept testing is used across industries for physical products, digital services, and advertising concepts, and often complements other research methods to triangulate insights.