Concept Testing (And The 'Uniqueness' Paradox)
A well-designed, new product concept testing system, overseen by experienced and knowledgeable researchers, can vastly improve a company's ability to develop successful new products or services. The great potential of concept testing is seldom achieved in actual practice, however. The purpose of this paper, then, is to suggest some guidelines and best practices to improve new product concept testing. Having tested thousands of new product concepts over the past 30 years, the authors have observed many methodological failures, system flaws, and analytical errors.