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What is Concept Testing?

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Concept testing is a type of marketing experimentation that uses customer input to evaluate early stage ideas and prototypes. For example, a product development team might ask for customer feedback on an idea or prototype using interviews, focus groups or field studies. Concept testing can be applied to any area of business strategy and marketing including concepts for business models, products, pricing, promotion, distribution and customer experience.
Overview: Concept Testing
Type
Market Research
Definition
Using customer input to evaluate early stage ideas and prototypes.
Related Concepts
Marketing Experimentation
Sensory Analysis
Market Research
Voice Of The Customer
Prototypes

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Market Research

A systematic investigation of market conditions including customers and the competition.

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An overview of competitive intelligence.

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The difference between market analysis vs market research.

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An overview of total addressable market with an example.

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A definition of lead user with examples.

Competitor Analysis

A definition of competitor analysis with examples.

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Common ways to prototype an idea, product, service, process or creative work.

Evolutionary vs Throwaway

The difference between evolutionary and throwaway prototypes.

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