Concept Testing is the investigation of potential consumers' reactions to a proposed product or service before introducing the product or service to market. As businesses and organisations look to launch a product or invest in the development of an idea, concept testing is a valuable step to identify perceptions, wants and needs associated with a product or service.
Concept testing & positioning
Concept testing helps you reshape and refine ideas so they have greater potential for market acceptance. By providing insight for designing a more optimal product or service, concept tests also help you prioritise and increase product shifts and improvements.
Concept tests have the ability to improve your product, shift your priorities and increase your product-market match, but sometimes marketers and product developers overlook the power of concept tests in product positioning and messaging. A product or service is said to be positioned effectively when its appealing characteristics have been implanted in the minds of consumers, so much so that the product or service is differentiated from other offerings in the market. Those appealing and differentiating characteristics are often identified and/or developed through concept testing. Testing your messaging and marketing materials, especially among other offerings on the market, can help you develop and optimise effective positioning and market messaging.