New Product Concept Studies
Concept studies measure consumer reaction to new product ideas.
- The ideas may be in very early stages in which only a verbal description is used or they may be in some stage of prototype development in which consumers react to a physical sample.
- While design may be an element of concept studies, it is not a requirement.
- Often the decision as to when to conduct a concept test is made based on the escalating cost of going to each stage of product development. The larger the commitment at each stage, the greater the appropriateness of consumer response to the concept.