- Research Methods
Concept testing is an essential tool in the product design and concept development cycle. While concept testing is generally thought of as a way to test consumer reaction to concepts that are already conceptually developed, concept testing can also be used as a method of generating new ideas. Concept testing can therefore lead to creative discovery and idea generation.
Concept testing is a method of evaluating a concept by testing it with potential users. Through concept testing, you can determine whether a concept is feasible and has appeal to consumers. Concept testing can help you improve your concept by identifying areas that need improvement.
While concept testing, concept alternatives are typically displayed to an audience and then judged either as a whole or on individual elements such as brand, benefits, etc. Concept testing is used for concept development because it provides qualitative market research about concept appeal and product design. Concept testing is also about understanding what people want and developing products that excite them.
The benefits of concept testing include:
Understanding what consumers want and need
Generating new ideas
Determining product appeal
Gauging reaction to concept design
Validating concept assumptions early
User experience is one of the most important factors to consider when designing a product. The user experience should be considered from the concept design phase. Concept testing, where concept alternatives are tested with early target audiences to test market acceptance of concept features, is an excellent way of generating innovative product ideas and helping you succeed in the marketplace.