Concept Test in
Market Research

What is Concept Test? 

Concept testing is an important part of any business’s market research process. It is a tool used to evaluate the potential success of a product, service, or concept before it is launched into the marketplace. By providing feedback from target customers on various elements of a product or service, concept testing can provide invaluable insights into how a product or service might be received by the public. Concept testing can reveal areas of potential improvement and help shape the development of a product or service. It can also provide data on customer preferences and help to inform marketing strategies. By testing concepts in advance, businesses can ensure that the product or service their launch will have the greatest potential for success.

How is concept test conducted?

A concept test is typically conducted by a market research firm and involves a small group of individuals who are asked to review a product concept or concept statement. Participants may be asked to provide feedback on the concept’s appeal, how it compares to similar products, and how it might be improved. The sessions may be conducted in person, online, or over the phone.

Concept Test in Market Research

What are the different types of concept test? 

  • Concept Evaluation Test: This is a type of concept test that focuses on the evaluation of a concept. It typically involves asking a panel of participants to rate a specific idea on a scale. This type of test is used to determine the overall appeal of a concept and can help determine if further development is needed. 
  • Concept Usability Test: This type of concept test is used to evaluate the usability and functionality of a concept. Questions are typically asked about how easy it is to understand and use a concept. This type of test is used to determine if a concept is userfriendly and if it meets users needs. 
  • Concept Preference Test: This type of concept test is used to determine which concepts are preferred among a group of participants. Questions are typically asked about which concepts they like best and why. This type of test helps determine which concepts are the most attractive to potential customers. 
  • Concept Feasibility Test: This type of concept test is used to assess the feasibility of a concept. Questions are asked about the costs, resources, and technology required to develop a concept. This type of test is used to determine if a concept is realistic and can be implemented.
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