Concept Testing is a process of using different type of surveys which can then be used for evaluation in terms of whether a consumer or a buyer would accept the product prior to the launch of actual product in the market. In other words it can be defined as a research which enables us to have a good reasonable understanding of a particular concept’s strength, its weaknesses and shows us factors of improvement of a particular concept.This basically addresses the situation from a consumer’s point of view whether there is an actual need for the proposed concept or not. This concept testing occurs usually before a product is marketed. Concept Testing is a very critical as well as a necessary part of the process for the makers of consumer packaged goods. (In Text Referencing, page 217). In terms of evaluating New Product Development concept testing arises in the third phase which is known as Concept Evaluation.
As the third phase of new product development involves initial screening, ‘Concept Testing’, full screen as well as bus analysis. Concept Testing is often considered very critical as it makes a critical addition in terms of improvement as well as in purifying the concept. The purpose of concept testing is to test the market share and how much revenue the product would generate.Concept Testing enables us to forecast the demand and demonstrates whether the product is actually ready for a launch or not. The primary purpose of a concept testing is to refine, develop innovative ideas. And therefore it eventually increases a product’s chances to enter the market successfully without any problems.