Concept testing

Concept testing is a method of research that involves getting feedback from your customers or target audience to validate a concept before bringing it to market.


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Why is concept testing important?

Concept testing is crucial because it helps you predict the success or failure of a finished product early in the process. Whether you’re in the early stages of vetting new products, redesigning a marketing campaign, launching a new logo, or starting a loyalty program, consider testing your concept. By doing so, you’ll collect valuable customer insights and better predict whether or not you’re investing in something no one will use. 

What is an example of concept testing?

Imagine that your product team holds an eight-hour brainstorming session to develop innovative enhancements or a new product altogether. Afterward, there would be too many options on the table to feel confident about each one. 

To figure out which concepts are best, you can ask your audience the following questions:

  • Does the product solve a real problem for you?
  • Is there already something in the market that meets this need?
  • Would you buy my product vs. the competition?
  • How would this product fit into your life?

The answers to these questions will make it easier to choose which concept to go with, and they will ultimately help when developing the product.

What are the benefits of concept testing?

As professionals, we may feel like we know what’s best for our customers. While you might be right, this is when you need concept testing the most. There’s nothing wrong with getting your initial thoughts validated. However, the risk of moving forward with an untested idea is too high.

Here are a few benefits of concept testing:

  • Confidence that you’re working on the right thing at the right time
  • Gain buy-in from stakeholders
  • Uncover features or enhancements you haven’t considered
  • How to conduct a concept test

Concept testing can involve many different methods, so you must choose the one that makes the most sense for you. You can learn more about conducting concept tests here.