How far can you rely on a concept test: the generalizability of testing over occasions

In practice, product managers have to assume consumer evaluations of concepts generalise from the time (and research environment) of concept testing to the time (and market environment) of market introduction.

How far can you rely on a concept test: the generalizability of testing over occasions

Ling Peng

Lingnan University

Adam Finn

University of Alberta


Concept testing, whether traditional (Moore 1982) or conjoint (Green & Wind 1975), is an important tool used to assess the likely market demand and the best customers to target with potential new products early on in their development (Page & Rosenbaum 1992; Ozer 1999; Crawford & Di Benedetto 2006). It uses customer response data to pick likely winners from among the many likely losers, and so is used to help allocate product development resources. Improving...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands