What is concept review / Concept test?
Concept testing is an IT-related marketing term that relates to the evaluation of a concept and its reception by a target group. Concept tests can be done in many forms, such as: B. in surveys, Focus groups and other planning tools that help a company understand how much a consumer audience values their ideas.
Concept tests often take place within a product development framework. It consists of one or more phases in which the company conducts specific tests, sometimes of a product or service prototype, or certain marketing concepts, to enable in-depth market research that enables more effective processes to be built.
Experts often offer specific methods for concept testing. Some of these are based on principles like identifying barriers to adoption, looking at customer relationships with a concept, or understanding whether a concept has been marketed effectively. The concept testing process can also include key steps such as presenting concepts, measuring responses, and further evaluating them.
The idea of concept review is about perceived value. Testers want to try to assess the level of interest or attention given to a concept by a sample group. As with other types of business intelligence processes, concept testing enables more targeted product development and marketing as the company takes a new product or service more seriously.