concepttesting

Concept testing is a research method used to evaluate the appeal, clarity, and potential market success of new product concepts, ideas, or marketing messages before committing to development. It aims to identify which concepts have the strongest potential and what changes might improve them.

It combines qualitative and quantitative methods. Qualitative approaches include concept boards, descriptions, or prototypes shown to groups to explore reactions, comprehension, and suggested improvements. Quantitative concept testing uses structured surveys to measure appeal, intended purchase, perceived value, and key attributes, often with controlled comparisons.

Typical metrics include overall appeal, purchase intent, perceived differentiators, price sensitivity, and message clarity. Concepts are usually tested with samples that resemble the target market; sizes range from dozens in qualitative tests to hundreds or thousands in quantitative tests.

Process steps generally involve defining the objective, developing concept statements or prototypes, designing measurement instruments, recruiting respondents, collecting and analyzing data, interpreting results, and deciding which concepts to advance or modify. Concepts may be tested in stages, such as initial screening followed by more rigorous testing of a few finalists.

Limitations include hypothetical bias, the gap between stated intent and actual behavior, and possible influence from presentation format. Results should inform, not determine, development decisions, and findings should be validated with additional testing or pilot launches.

Related terms include concept screening, message testing, and conjoint analysis, all within broader market research and product development activities.