Benchmarking concept testing

Fleur Horner

Explains how EE created its own norms and methodology to create offers for its brand, helping to grow its cross-selling services.

Benchmarking marketing activity

This article is part of a series of articles on benchmarking marketing activity. Read more.

Concept testing in marketing is the investigation of potential consumers' reactions to a proposed product or service before introducing the product or service to market. As businesses and organisations look to launch a product or invest in the development of an idea, concept testing is a valuable step to identify perceptions, wants and needs associated with a product or service.

Authenticity is a word claimed by many concept testing approaches, but equally achieved by so few. Is it time for...

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