idétesting

idétesting is a structured approach for evaluating new ideas or concepts before substantial development. Used in product design, entrepreneurship, marketing, and policy design, it aims to assess desirability, feasibility, and viability by gathering feedback from the intended audience and stakeholders. The goal is to identify promising ideas early, reduce risk, and guide resource allocation.

The process typically includes defining the objective and concept, generating variants, presenting them to the target audience through narratives, sketches, or simple prototypes, and collecting feedback on usefulness, clarity, appeal, and potential value. Responses are analyzed to identify patterns, estimate demand, and compare options. Based on findings, an idea may be refined, selected for development, or discarded, with iterations as needed.

Common techniques include concept surveys with Likert scales, interviews and focus groups, storyboard or prototype testing, and early usability or desirability assessments. Metrics often cover perceived value, willingness to pay, purchase intent, and potential adoption. The method emphasizes ethical considerations, representative sampling, and minimizing bias to improve predictive value.

Limitations include the gap between stated preferences and actual behavior, biases in sampling or responses, and the risk of over-interpreting early feedback. Idétesting is most effective when used alongside other research methods and clear decision criteria. Related concepts include idea validation, concept testing, market research, and user testing.