Concept testing involves testing the “idea” of something, rather than the actual thing itself. The concept is communicated with a rough illustration or photograph, along with a written description. Think of a concept as a rough print ad, although concepts can be presented in storyboard or video form.

Concept testing is widely used to evaluate new product ideas, so that potentially successful new products can be identified early on. Then limited research and development resources (and limited marketing resources) can be focused on the new product concepts with the greatest probability of consumer acceptance in the marketplace. Concept testing can also be used to help evaluate advertising concepts, promotional concepts, packaging concepts, and strategy concepts.

More Than New Product Concepts

Optimize Data Analytics’ concept testing systems are for more than new product concepts:

• New service concepts
• New customer experiences
• New positioning concepts