Concept Testing is a unique methodology which utilizes either a quantitative or qualitative process or a combination of both to evaluate a new product idea, advertising or graphic design. The objective for concept testing is to examine the overall acceptability of an idea into the market place. In some instances, concept testing could be done on a prototype or a product with limited distribution. Concept Testing is used as a first stage in screening a new product concept. The methodology may include measuring the target audience reactions to the proposed concept on multiple dimensions, e.g., interest, likelihood to purchase, perceived importance, perceived value and perceived quality. The results aim to provide cursory diagnostic information to guide the positioning of the new product concept.
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