Definitions for "Concept testing"
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.