|Overview: Concept Testing|
|Definition||Using customer input to evaluate early stage ideas and prototypes.|
|Related Concepts||Marketing ExperimentationSensory AnalysisMarket ResearchVoice Of The CustomerPrototypes|
What is Concept Testing?
John Spacey, updated on November 16, 2016
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.
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