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Concept Testing is the process of using surveys, interviews, or other means to test consumer acceptance of a new product idea prior to introducing a new product to the market.
Concept Testing is usually used to test out new product ideas but can also be used to test an advertising idea. A concept test involves presenting an idea to customers to obtain feedback. The approach can be qualitative and involve interviews or focus groups to gain new insights into value propositions, optimal features, or competitive differentiation. When conducting quantitative surveys, a Concept Test often asks questions such as purchase intent for the specific product and results can be compared to purchasing norms. By doing this, you learn whether your concept has the potential to become a viable product. If the Concept Testing is done well, it may also reveal volume estimates and help define which type of consumer liked the product best, leading to valuable insight around customer segmentation. It is important that the testing questionnaires are high in quality, otherwise results from data gathered during the surveys may be biased by measurement error.
Specific tools used in Concept Testing typically include focus groups, interviews, and surveys.
upBOARD’s online Concept Testing collaboration tools allow any team or organization to instantly begin working with our web templates and input forms to define their ideal concept testing approach. Our digital platform goes far beyond other software tools by including progress dashboards, data integration from existing documents or other SaaS software, elegant intuitive designs, and full access on any desktop or mobile device.
Learn more about upBOARD’s library of other innovation management online best practice tools and templates, including:
70-20-10 Rule, Agile Innovation Process, Brainstorming, Business Case Development, Business Model Canvas, Concept Development, Concept Screening, Concept Testing, Context Canvas, Crossing the Chasm, Crowdsourcing, Customer Empathy Map, Customer Problem Statements, Design Thinking, Disruptive Innovation, Empathy Interviews, Ethnographic Research, Experiment Canvas, Innovation Funnel Management Process, Innovation Horizons Model, Innovation Matrix, Innovation Roadmap, Jobs to be Done, Lean Startup, Listening Hats, Minimum Viable Product, Open Innovation Process, Outcome Driven Innovation, Painstorming, Phases & Gates, Rapid Prototyping, Saturate and Group, SCAMPER, S-Curve Mapping, Stage Gate Process, Startup Innovation Management, Technology Life Cycle, Technology Scouting, Teece’s Win-Lose Innovation Model, Value Proposition Canvas and White Space Innovation.