Concept tests are necessary when a new product idea has been generated. Many new ideas are generated within organisations or small companies and generally fail to reach their potential due to a lack of market research. New ideas can be generated by consumers too, but a more successful approach is to get consumer response to new ideas or concepts and input to further develop these ideas.
The power of concept testing lies in the ability of manufacturers to test an “idea” as opposed to a physical product or prototype, before going to the expense of development/manufacturing. There are cases where a product is so unusual or out of the ordinary, that prototypes must be tested or developed as consumers find it difficult to imagine the product e.g. ice-cream with a blue cheese flavour or chocolate enrobed potato chips etc.
Concept testing is done before a product is launched and gives manufacturers an idea of whether the product is likely to appeal to consumers. Once the concept tests have proven successful, then product prototypes can be developed for further testing.
A concept test typically covers the following questions:
The Uniqueness of the Product Idea
Suggestions for Improvement
Likes and Dislikes About the Product
