Concept Generation

Concept Generation is the precursor to concept testing. Advertising professionals have generally created concepts and communications of these concepts for evaluation by consumers, on the basis of consumer surveys and other market research, or on the basis of their own experience as to which concepts they believe represent product ideas that are worthwhile in the consumer market. In an engineering sense, models, mock-ups, or otherwise pre-engineered items are used to generate a pool of potential final designs for production.

Concept testing is the process of using quantitative methods and qualitative methods to evaluate consumer response to a product idea prior to the introduction of a product to the market. It can also be used to generate communication designed to alter consumer attitudes toward existing products. These methods involve the evaluation by consumers of product concepts having certain rational benefits, such as "a detergent that removes stains but is gentle on fabrics," or non-rational benefits, such as "a shampoo that lets you be yourself." Such methods are commonly referred to as concept testing and have been performed using field surveys, personal interviews and focus groups, in combination with various quantitative methods, to generate and evaluate product concepts. Product concepts can also be rated based on the engineering criteria set up in earlier stages of the project process.

Concept testing. (2009, November 6). In Wikipedia, The Free Encyclopedia. Retrieved 08:30, August 22, 2010, from http://en.wikipedia.org/w/index.php?title=Concept_testing&oldid=324298475