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Concept testing is an IT-related marketing term that refers to efforts to evaluate a concept and its reception by a target audience. Concept testing takes many forms such as surveys, focus groups and other kinds of planning tools that help a business understand how much a consumer audience likes its ideas.
Concept testing often exists within a product development framework. It consists of one or more phases where the company does specific testing, sometimes of a product or service prototype, or of certain marketing concepts, for in-depth market research that will help it build more effective processes.
Experts often offer specific methods for concept testing. Some of these rely on principles such as identifying barriers to adoption, looking at customer relationships with a concept, or understanding whether a concept has been marketed effectively. The concept testing process may also involve key stages like concepts presentation, response measurement and further evaluation.
The idea of concept testing revolves around perceived value. Testers want to try to benchmark the amount of interest or attention given to a concept by a sample group. Like other kinds of business intelligence processes, concept testing allows for more targeted product development and marketing, as the company gets more serious about offering a new product or service.