Concept test
A study that puts a product, service or message idea in front of consumers to gauge appeal, relevance and purchase intent before money is spent.
Concept testing is the most-run study in consumer insights and the one most ready to be engineered. The questions barely change from one concept to the next, so it is a template. The volume makes it a system.
An insights engineer turns concept testing into a tool a product manager can run alone, with results that compare across every concept the company has ever tested.
Related terms
Part of the insights engineer definition hub.