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Concept Testing

Part 5. Product Innovation and Management

  1. Kenneth B. Kahn

Published Online: 15 DEC 2010

DOI: 10.1002/9781444316568.wiem05032

Wiley International Encyclopedia of Marketing

Wiley International Encyclopedia of Marketing

How to Cite

Kahn, K. B. 2010. Concept Testing. Wiley International Encyclopedia of Marketing. 5.

Author Information

  1. Virginia Commonwealth University, Richmond, VA, USA

Publication History

  1. 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