Concept testing means evaluating the product idea by exposing it to potential users of the product and receiving their feedback. It is most often used during the development stage to test the success of a new product idea before it is marketed. Concept tests provide the direction and guidance necessary to identify and communicate key product and service benefits and uses, as well as product specific features such as packaging, advertising, sales approaches, product information, distribution, and pricing. It also helps to keep the product development budget low by building only the most promising products based on the winning concepts.
Conducting concept test research, R-Insights will deliver insights enabling partners to:
Assess the absolute or relative appeal of alternative product ideas, configurations, prepositions
Indicate concentrated segments of the population to which the product appeals
Provide necessary information for developing the product and its promotion, distribution, and pricing