Concept testing is evaluating consumer response to a new product idea before it is developed. It is a reality check. You describe the idea, show a prototype or mockup, and ask people what they think. Would they buy it? How much would they pay? What do they like or dislike?

Concept testing saves money. It is cheaper to kill a bad idea early than to build it and watch it fail. Methods include surveys, focus groups, and online panels. The concept can be presented as a written description, a drawing, a storyboard, or a rough prototype. The key is to communicate the idea clearly and gather honest feedback. Concept testing has limits. People often say they would buy something and then do not. Hypothetical interest is not the same as real demand. Still, it is better than guessing. It can reveal misunderstandings, pricing issues, and missing features. It can also confirm that you are on the right track. Most successful products were tested in some form before launch.

Common methods

• Surveys and questionnaires
• Focus groups
• Online concept testing panels
• Prototype demonstrations
• Purchase intent scales