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...