Markets are witnesses to a higher number of product failures than those that were successful. Concept testing is a research exercise that tries to reduce the probability of a potential loss. We take pride in advising our clients on a ‘no go’ decision if the concept tests say so.
The output from the concept tests carried by us will throw light on
- Key success (or failure) drivers
- Fine-tuning new product features
- Expected value delivery as perceived by the potential customers
- Market size optimization