E-Marketing Professionals

Concept Testing

A firm needs to acquire consumer feedback about its product ideas. Concept testing presents the consumer with a proposed product and measures attitudes and intentions at this early stage of development.

Concept testing is a quick and inexpensive way of measuring consumer enthusiasm. It asks potential consumers to react to a picture, written statement, or oral description of a product. This enables a firm to determine initial attitudes prior to expensive, time-consuming prototype development.

In general, concept testing should ask these types of questions of consumers:

- Is the idea easy to understand?
- Do you perceive distinct benefits for this product over those products currently on the market?
- Do you find the claims about this product believable? n Would you buy the product?
- Would you replace your current brand with this new product? Would this product meet a real need?
- What improvements can you suggest in various attributes of the concept?
How frequently would you buy the product? Who would use it?