These tests are used to confirm whether a new product or concept idea is likely to succeed on a market or not.
Concept testing does not focus on the product itself but seeks to test the probability of consumer acceptance or the product’s ability to effectively meet a need.
The main advantage of these tests is to assess the economic potential of the new product or idea to be launched on a market.
If the idea does not interest enough identified targets, the product will not be developed thereby avoiding unnecessary investment.
The main aims of concept testing are to:
- gauge the appeal of a product or service idea with regard to its future customers and users,
- understand the reasons for this appeal/lack of interest,
- determine changes and additions to tailor the idea to requirements,
- examine the most effective distribution methods and communication channels,
- define the most relevant business model(s).