The process of testing approaches, positioning statements or creative presentations before a new product or ad is developed further. Concept testing can help predict acceptance and suitability of a product or the effectiveness of an ad.
A process for testing new product ideas prior to development or launch. This is often accomplished in a focus group setting where participants can see and perhaps interact with (via a prototype demon-stration) a new product concept. It may also be conducted using quantitative research, but only with a known or mature product category.
A research technique for assessing the attractiveness of potential new products or services as delineated in a set of concept statements.
Research designed to test consumer response to ideas for new marketing materials (such as product, packaging, advertising) before investment in production.
When television network officials decide they like a program idea that creators have pitched to them, they commission research to try out these and other ideas with audiences to see if it fits with their programming strategy. Concept testing often involves reading one-paragraph descriptions of series formats to people who fit the profile of likely viewers.
Seeking potential buyers' responses to a product idea. p. 301
The process by which a concept statement is presented to consumers for their reactions. These reactions can either be used to permit the developer to estimate the sales value of the concept or to make changes to the concept to enhance its potential sales value.
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Concept testing is the process of using quantitative methods and qualitative methods to evaluate consumer response to a product idea prior to the introduction of a product to the market. It can also be used to generate communication designed to alter consumer attitudes toward existing products. These methods involve the evaluation by consumers of product concepts having certain rational benefits, such as "a detergent that removes stains but is gentle on fabrics," or non-rational benefits, such as "a shampoo that lets you be yourself."