Concept testing is nearly always part of a new product launch initiative—an important part, to be sure—but not the end all be all.
When done correctly, product or concept testing can provide incredibly helpful insights into what your customers want. Proper testing can anticipate what customers are likely to purchase, whether it happens to be some version of the new product or the same old one in a new, shiny wrapper.
Concept testing is a foundation that you can build on with the rest of the product development you’re doing.
Here are five fundamentals to keep in mind when you next embark on product and concept testing research.
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