Part 5. Product Innovation and Management
Published Online: 15 DEC 2010
Copyright © 2011 John Wiley & Sons, Ltd. All rights reserved.
Wiley International Encyclopedia of Marketing
How to Cite
Kahn, K. B. 2010. Concept Testing. Wiley International Encyclopedia of Marketing. 5.
- Published Online: 15 DEC 2010
Concept testing represents those activities undertaken during the concept evaluation phase of the new-product development process. The purpose of concept testing is to assess and incorporate customer opinion into evaluating the feasibility of a concept early on, prior to committing substantial funds for commercialization of the concept. There are four general types of concept testing: the narrative concept test, the pictorial concept test, the prototype concept test, and the virtual concept test.
- commercialized concept statement;
- narrative concept test;
- noncommercialized concept statement;
- pictorial concept test;
- prototype concept test;
- virtual concept test