Ipsos Encyclopedia - Concept Testing
A concept test is the stage in the product development process where a detailed description of a product (and its attributes and benefits) is presented to prospective customers or users, to assess their attitudes and intentions toward the product.
A concept test is the stage in the product development process where a detailed description of a product (and its attributes and benefits) is presented to prospective customers or users, to assess their attitudes and intentions toward the product.
The core USP of the Ipsos Marketing's concept testing offer, the thing that truly sets our approach apart from others, is the application of competitive context. This approach best aligns with well-established principles of psychology, behavioural economics, and human decision making – thus best representing the real world decisions that consumers will make.
