Concept testing is the process of evaluating new product ideas with a group of target users before the product is physically developed or launched. The goal is to determine whether the concept is sufficiently attractive and desirable to potential customers, and to identify its strengths and weaknesses.
During testing, users are introduced to the description, features, and positioning of the product (concept), which can be in the form of a written presentation, drawing, or mock-up. Feedback from users regarding their understanding, willingness to purchase, and perceived price serves as a critical filter to weed out unviable ideas and refine the most promising concepts.
