Innovation: Ideation + Iteration
Chuck Bean
November 5, 2025
Concept testing is a pivotal stage in the product development process. After an initial idea or concept has been developed, brands must validate its potential in the market. This process involves assessing whether the concept is understood, appealing, and viable from a consumer perspective. What’s more, concept testing, as a function of quantitative and qualitative market research, can insulate the innovator from wasted resources and unnecessary capital expenditures.
