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Concept Testing is the testing of the idea behind the product. Where design testing is an examination of the look of the product, concept testing is the evaluation of whether the product itself holds appeal. Like design testing, we recommend testing new product ideas against existing products, even if the new product incorporates new features or capabilities that existing products do not have. In more unusual cases where the concept is a completely new idea and there are no precedents to test against, we have other techniques for evaluation.
Early Stage Concept Testing
Like early stage design testing, early stage concept testing involves a quick review of new ideas. Early stage concepts are often expressed as little more than an idea, with a verbal description that includes the key benefits and little more. Line drawings or photo mock-ups can be included but aren’t necessary. Early stage concept testing usually involves a number of ideas.
Typical Project Timing: 3 weeks
Competitive Concept Testing
Usually done with well-developed photo quality images and/or prototypes and usually involve testing against existing competition. At this stage we recommend testing against similar products (if they exist) that currently sell well through key retailers. This enables you to sell in against those products at those retailers if you product has tested well. We usually offer the option of testing such products with targeted retailers’ customers to further your case.
Typical Project Timing: 3-4 weeks