Concept testing refers to testing new-product concepts with a group of target consumers to find out if the concepts have strong consumer appeal. The concepts may be presented to consumers symbolically or physically.
Definition 2.
Concept testing means presenting the product concept, symbolically or physically, to target consumers and getting their reactions. The more the tested concepts resemble the final product or experience, the more dependable concept testing is. Concept testing of prototypes can help avoid costly mistakes, but it may be especially challenging with radically different, new-to-the-world products. Concept testing presents consumers with an elaborated version of the concept.