How to Leverage It
Concept testing can be used at various stages of the product development lifecycle. So take a minute to determine the stage you’re at and whether you want to assess market potential, validate and refine your concept, or optimize the marketing strategies you’re using to take it to market.
To get rich feedback, you should bring your concepts to life for consumers. You can do this by creating stimuli in different formats. You can share concepts such as text, static images, GIFs, videos, prototypes, audio files, and more before collecting video feedback from them.
For concept testing, it’s worth recruiting a representative sample for the audiences you wish to market and sell to. You’re trying to see if your concepts resonate with the intended final audience, so match that when you can.
You can ask questions with a wide focus to understand broad dimensions such as the appeal, uniqueness, value proposition, pricing, usability, or potential improvements of a concept. Or, as you get into the refinement stages of development, ask about specific aspects that need further evaluation for more targeted feedback.