Concept testing is used to evaluate consumer response generally to an advertising or product idea. Testing can be either qualitative or quantitative or both. Often conducting a concept test is a natural next step to follow a Brand Audit, a repositioning, or a focus group.

Concept testing can provide the guidance necessary to identify and communicate:

• key benefits,
• uses,
• packaging,
• advertising,
• sales approaches,
• distribution. and
• pricing.

The process for concept testing involves the following steps:

1. Define the purpose of the concept test
2. Choose a focus group or survey population
3. Choose a focus group or survey format
4. Communicate the concept(s)
5. Measure response among consumers
6. Analyze and interpret results
7. Determine next steps and report findings

To view an example concept presented for testing, download below.