Concept Testing

What is concept testing?

Concept testing is the user evaluation of your product designs or ideas to help inform product development decisions. This method for testing allows product and design teams to quickly capture user feedback so they can iterate their designs based on real customer feedback.

Why is concept testing important?

Getting your product, even if it's just an idea, in front of customers or your target market is a low-cost and effective way to build a highly satisfying product. Designing and building a working product without target market validation that the concept is sound, means a costly pivot or a high-risk launch that can really cripple your brand.

Who does concept testing?

Concept testing is often done by product managers or user experience team members because they are usually responsible for product ideation. Product managers are ultimately responsible for the vision of the product so in either scenario, the product manager will be receiving feedback and results to make decisions about  the direction of the product.

When does concept testing happen?

Typically concept testing happens early — either before the design phase or during the design phase. This is when the product isn't actually developed and may just be an idea or prototype. Doing concept testing at this stage ensures that any design pivots for the product happen before development resources are consumed.