What is the primary goal of concept testing in product development?

The primary goal of concept testing in product development is to gauge customer interest and viability. This process involves presenting a new product idea or concept to potential customers to gather feedback on their perceptions, preferences, and overall interest in the product. By doing this, companies can determine if there is a market demand for the product before investing significant resources into development and production. Understanding customer reactions helps in making informed decisions about whether to proceed with the product, adjust the concept, or even abandon it altogether.

While determining production costs, finalizing pricing models, and establishing supply chain logistics are important aspects of product development, they typically occur later in the process, after initial customer interest and feedback have been assessed. Concept testing focuses primarily on validating the product idea from the customer's perspective, making it a critical step in ensuring the product’s success in the market.